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 measuring a spacing between a flat rigid surface (16) and a proximate side of the users head (18), and selecting a pillow based on the measured spacing. Second, an apparatus for assisting in the selection of a pillow is disclosed, comprising an extending centre section (12) located between a pair of opposing end plates, the centre section (13) having visible indicia indicative of the distance between the end plates. Coloured bands as the visible indicia allow corresponding indicia carrying pillows to be identified easily, quickly and unambiguously. Further, a method and apparatus for measuring the thickness of a compressed pillow are disclosed.
