First things first, work out your budget. There are certain paints that cost a lot more than others, and while you may be paying for a better overall finish on the walls and easier application, you can still achieve great things with more budget offerings.
Paint preferences are specific to who you are and how you like to paint. Ask for recommendations from friends or even contractors, but if you check out the reviews online, you're likely to find just as many negative as positive ones, depending on who the person is and the sort of paint they like to use.
If you're hung up on a particular shade from a high-cost brand, it may be possible to color match with a cheaper, custom-mixed paint company. However, bear in mind that the make-up of the paint actually effects the final look in the room and how the light hits it, so it's impossible to perfectly replicate this element.