An improvement in the process of pillow selection is described, allowing customers to select a pillow that is appropriate for them in a less random manner. First, a method of selecting a pillow for a user is disclosed, comprising the steps of locating the user with a shoulder thereof adjacent a flat rigid surface, orienting the user substantially transverse to the surface, measuring a spacing between the surface and a proximate side of the user's head, and selecting at least one pillow from a group of pillows, based on the measured spacing. The rigid surface is ideally upright, such as a wall. The group of pillows can be divided into a plurality of sub-groups, each sub-group containing a plurality of pillows with substantially like thickness. Thus, based on the reading, the user can be invited to choose any pillow from a specific group or range of pillows. Second, an apparatus for assisting in the selection of a pillow is disclosed, comprising an extending center section located between a pair of opposing end plates, the center section having a visible indicia indicative of a distance between the end plates. The center section is ideally telescopic, and can comprise an inner and an outer telescopic sleeve, the visible indicia then being provided on the inner telescopic sleeve. A series of colored bands as the visible indicia allows the relevant group of pillows to be identified easily, quickly and unambiguously.