Avoid the Brightness Trap

In brightly lit stores, LCDs tend to look brighter (and more attractive) than plasma sets do--especially since most manufacturers ship them with brightness at its top setting. If you expect to watch television in a well-lit room, you'll want a bright screen to stand up to the illumination. But if you watch TV at night or in low lighting, you might find excessive brightness irritating. Turn it down to see if the picture still looks good.

Consider Distance and Viewing Angle

Regardless of how far from your set you sit at home, emulating that distance in a store with narrow aisles is difficult. Also, some LCDs don't look great when viewed at an angle, so check a set's image quality from the sides and from above. If a TV is on a bottom shelf or high on a wall, try to have it placed at a more real-world level.

Resist Cable 'Upsells'