There's no trick to it - its just personal preference.
http://fragrantica.com/ is a good website for reviewing perfumes and colognes and its fairly easily accessible.
If you look at the top reviewed colognes its stuff like Bleu de Chanel, YSL La Nuit De l'Homme, Hermes T'erre, Creed Aventus etc.
And they are the universal best -- in the same way that Heston Blementhal is one of the best chefs. But they are the more expensive fragrances.
The YSL is a good pick though - its the cheapest of those, and darkish. Dont touch the other YSLs or the "Frozen Cologne" - they're bullshit.