I was not one of those brides that started crying when I found the one. I knew when I had found the right shape (mermaid) because I couldn't stop smiling - I finally felt beautiful in a dress. I had it narrowed down between two dresses that were very similar in description (mermaid, ruffle bottom, banded torso) but that looked rather different in reality. Luckily I was able to print out pictures and compare them sided by side. I chose the dress that was more simple and that I thought would photograph better and stand the test of time.
But if I were you, these are the questions I would ask myself to help pick the one:
1. Are all of them in your price range? If you like 3 such that you are having a hard time choosing, no reason to pay way too much.
2. When you look in the mirror with the each dress on, do you feel beautiful/sexy? You need to feel confident when you walk down the aisle knowing that you look great.
3. Which dress do you think will photograph best? For this you need a mixture of simplicity and drama.
4. Which dress will stand the test of time? Think about Princess Diana's dress....I bet it was thought to be beautiful at the time but to me it looks so terribly 1980's. For me, simple is best is a good rule of thumb for this one as well.
I wouldn't rely on anyone else to tell you which is best - unless they are judging your reaction to the dresses. When you take someone shopping with you, they can normally tell in your facial and body expressions which one you react to most. On this forum I see some dresses that brides are in love with that I wouldn't touch with a 10 foot pole. But that is why they make such varied dresses, because brides have such a wide range of tastes.
Best of luck!!!! Just stay positive - you have found 3 dresses you love...