Define the difference before choosing products
An economical option might prioritise one frequently used item with simple packaging. A balanced option can add a complementary product that supports the same activity. A premium option might improve the core product, add meaningful personalisation or use a carefully developed custom component. Price alone should not define the labels. Write a short rationale for each direction so the client can compare function, presentation and complexity as well as the estimate.
Keep the comparison like for like
Use the same recipient count, currency, delivery assumption and price scope where possible. Show packaging and other pending components consistently across options. Do not add the totals of mutually exclusive alternatives into one project total. If an option uses a different quantity, explain why and identify it as a separate scenario. The client should be able to see whether a lower estimate comes from a simpler set or merely from fewer recipients.
A hypothetical partner-meeting comparison
For 100 partner-meeting guests, one direction might use a practical notebook, a second add a pen selected for the same daily use, and a third improve the core notebook and presentation. Explain why each combination suits the meeting instead of assuming more pieces always means more value. If the client already prefers the second route, refine that option rather than continuing to generate alternatives. One well-developed direction can be more useful than three unfinished ones.
Use a short decision scorecard
Choose a few criteria that reflect the brief, such as usefulness, portability, brand fit and certainty of execution. Ask reviewers to rate the options against the same criteria and explain any decisive preference. A numerical score is only a discussion aid; do not let it disguise an unresolved requirement. An option can score well on appearance and still fail a fixed delivery or packing constraint. End the comparison by naming the preferred route and the specific information needed to move it from concept review to quotation.
Before you move forward
- Give each option a distinct practical rationale.
- Use the same quantity and currency basis.
- Separate the estimate for each alternative.
- Identify the preferred option and the next decision.
Common questions
Do I always need exactly three options?
No. Use one option when the direction is settled, two for a meaningful tradeoff, and three when the differences genuinely help the client choose.
Can one option contain a custom item with no price yet?
Yes, provided it is labelled pending and the known subtotal is not presented as its full cost. Keep the same clarity in the other options.
Ready to turn the brief into a shortlist? Explore the catalogue or start a project in Brandkom’s free Gift Design Studio.