Establish a common comparison basis
Use the same recipient count, currency, delivery requirement and branding brief across all options. If one proposal uses a different quantity, show that difference beside its price rather than hiding it in a footnote. Describe each complete gift, including the number of components and the proposed packaging. Keep unconfirmed costs visible. An incomplete subtotal should not appear in the same column as another option’s fully specified total without explanation.
Choose a small set of criteria before seeing the final layouts. These might include usefulness, portability, fit with the occasion and assembly complexity. Define what each criterion means. “Portability” could mean fitting alongside event documents in a normal bag; “fit with the occasion” could mean supporting the activity recipients will actually perform. A shared definition prevents reviewers from scoring their personal taste under a supposedly objective heading.
Explain trade-offs instead of declaring a winner
Give each option a short note covering its strongest use case and its main compromise. One item may be easy to distribute but offer fewer branding surfaces. A set may create a clearer opening experience but require more packing checks. An attractive alternative with an unresolved specification should remain provisional. You can use scores to organise discussion, but explain the evidence behind them and avoid treating a subjective score as a measured fact.
Worked hypothetical example: a partner workshop
Imagine a team comparing a notebook, a notebook-and-pen set, and a travel-oriented pouch for a partner workshop. This is a hypothetical comparison, not a quotation. Note-taking during the workshop is essential, so the pouch must be assessed against that requirement rather than winning on appearance alone. The team shortlists the first two options and asks whether the added pen improves the session enough to justify its extra assembly and cost requirements.
The recommendation can then be specific: select the set if the complete specification fits the approved allowance; otherwise use the notebook with the same welcome message. Record who makes the final decision and what evidence is still required. Save the chosen reference and the reasons for rejecting alternatives, so a later substitution can be assessed against the original criteria.
Before you move forward
- Fix the quantity and inclusions used for all comparisons.
- Give each option a distinct purpose and an honest compromise.
- Define criteria before reviewing the visual designs.
- Identify unresolved details and the evidence needed to settle them.
- Record the chosen option and an acceptable fallback.
Common questions
Should the options always be labelled low, medium and premium?
Only when those labels describe the actual differences. Sometimes the useful comparison is compact, desk-based and travel-based. Name options by what they offer, and show their costs separately. This avoids implying that a higher-priced choice is automatically the better fit.
How many criteria should the team use?
Use enough to cover the decision without turning the review into an elaborate scoring exercise. Remove duplicate criteria and distinguish mandatory requirements from preferences. A product that fails a requirement should not be rescued by a high score for visual appeal.
Ready to turn the brief into a shortlist? Explore the catalogue or start a project in Brandkom’s free Gift Design Studio.