How do you do to choose which army to collect and play?

Some people go after best looks, some after effectivness on the tabletop, the cheapest army (moneywise), character etc.

How do you do?

Personally I have a problem with that. I like the new orcs because they look good and seems fun to paint and convert but then I like the elves and dwarfs because I think they have more character in them...and it goes on like that forwards and backwards...any tip?

Cheers

The best advice I've been given here so far regarding which army to choose has been to pick the models you like most and build from there.

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As Thermo said pick the models you like most and continue on from there.
Theres also this:

Good
if you like cavalry go with rohan
huge defense go with dwarves
powerfull but costly is elves
all rounders are fiefdoms and gondor
monsters go with good monsters
shooting army is arnor
Evil
powerfull but costly and monsterly is uruk hai
mobs is orcs or goblins
shooting armies is haradrim
all rounders are easterlings
magic is angmar
cavalry is haradrim
powerfull but weak defense is mordor uruks and/or warg riders

oh and if you play as good be prepared to get mobbed a lot.

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If you don't let me in, Frodo, I shall blow your door right down your hole and out through the hill-Gandalf