Since we spend a third of our lives in bed, it's important to choose our bedding wisely. 

1) First, decide how much support is right for you. Support in a down pillow is determined by the quality of the fill, known as fill power, and the number of ounces of fill weight. The higher the fill power rating the better the quality of the down.  This means, ounce per ounce, the higher fill power pillow will be longer lasting, fluffier and loftier than one with a lower fill pillow rating. The easiest way to decide what firmness is best for you is to determine your normal sleep position.  Stomach sleepers generally prefer softer pillows. Back sleepers generally prefer medium firm pillows, and side sleepers usually prefer a firm pillow. Remember, these guidelines are generalizations, and your individual preference may vary.    

2) Next, decide if you would prefer a feather, down or down and feather blend pillow. Feathers are two dimensional, so are flatter than down. Also, you will be able to feel the spine of the feather in most.  Down is three dimensional, and provides a fluffier and loftier pillow. An all down pillow will be softer and fluffier, but may be very expensive to get the fill needed, also the down alone may not hold it's shape as well as a feather and down pillow. The feather and down blend may be the best option, especially if it has an inner core of feathers, with the down outer layers. This type of pillow, if constructed properly, will maintain it's shape, have a a lofty, comfortable feel, and maintain it's shape.

3) Make sure that the pillow cover is down proof. Down proof means that there will be no leakage of the fill. Always be sure to have a threadcount of at least 210+ or above to ensure that it is down proof.  Thread Count is the number of threads per square inch of fabric. The higher the thread count, the more durable and softer the cover will be. A higher thread count cover will protect the down from impurities as well as keep the fill inside the comforter. A 100% cotton cover will be breathable, lending to the insulation and fluffiness of the pillow.