My LBS hates me when I helmet shop. I start off with respectable price and Name and go up on price till I find one that fits right. It can take a lot of stock and a fair amount of time before I find the right one.

Safety spec and they all have to pass the same test so I can't say one is better on Safety or how well it protects than another. But fit is all important along with ventilation. You need ventilation- even on the coldest winter day you will sweat. Final on the list for me is colour but I refuse to wear some of the patterns or colours that some come in. Makes I have liked are Giro- MET and Rudy Project. Bell helmets don't seem to fit the shape of my head and I will not wear a Trek-Specialised- or other Bike name helmet on my Boreas.

But main thing is that wearing any helmet properrly adjusted will work---Even if it is a $10 WallyMart one.