Why can't we measure imaginary numbers? I mean, we can take the projection of a complex wave to be the "viewable" part, so why are imaginary numbers given this immeasurable descriptor? Namely with operators in quantum mechanics, why must measurable quantities be Hermitian, and consequently real?
I) Well, one can identify a complex-valued observable with a normal operator 

$$\tag{1} A^{\dagger}A~=~AA^{\dagger}.$$ 

A version$^1$ of the spectral theorem states that an operator $A$ is orthonormally diagonalizable iff $A$ is a normal operator. 

Thus normal operators are the only kind of operators that we can consistently extract measurements [i.e. eigenstates and (possibly complex) eigenvalues] from.

II) But notice that a normal operator 

$$\tag{2} A~=~B+iC$$ 

can uniquely$^2$ be written as a sum of two commuting self-adjoint operators 

$$\tag{3} B^{\dagger}~=~B, \qquad C^{\dagger}~=~C,  \qquad [B,C]~=~0.  $$

($B$ and $C$ are the operator analogue of decomposing a complex number $z=x+iy\in\mathbb{C}$ in real and imaginary part $x,y\in\mathbb{R}$.) Conversely, two commuting self-adjoint operators $B$ and $C$ can be packed into a normal operator (2). We stress that the commutativity of $B$ and $C$ precisely encodes the normality condition (1). 

Since the self-adjoint operators $B$ and $C$ commute, they can be orthonormally diagonalized simultaneously, i.e. the corresponding pair $(B,C)$ of real-valued observables may be measured simultaneously. This fact is consistent with the Heisenberg uncertainty principle applied to the operators $B$ and $C$.

We conclude that a normal operator does not lead to anything fundamentally new which couldn't have been covered by a commuting pair of standard real-valued observables, i.e. self-adjoint operators. For this reason, the possibility to use normal operators as complex observables is rarely mentioned when discussing the postulates of quantum mechanics.

For more on real-valued observables, see e.g. this Phys.SE post and links therein.

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$^1$ We will ignore subtleties with unbounded operators, domains, selfadjoint extensions, etc., in this answer.

$^2$ The unique formulas are $B=\frac{A+A^{\dagger}}{2}$ and $C=\frac{A-A^{\dagger}}{2i}$.
