While there is no right or wrong answer to this question, looking at your sleeping position is a good starting point. Side sleepers tend to need firmer pillows, stomach sleepers would generally require soft, low pillows, and back sleepers usually need medium-soft or medium-firm pillows.
That’s not all there is to consider - comfort, support, body size, mattress type, durability also play a role. The Tontine Pillow Buying Guide goes through each factor in detail, making sure you know how to select the best pillow for yourself and your family.