How do you actually pick a comfortable saddle?

Just ordered a Rido R2, hope it's as comfortable as they say it is cause it ain't pretty. Started doing weekly 40+ miles weekly rides again and getting some numbness from flite saddle.

http://www.rido-cyclesaddles.com/sensational-new-r2-c100064.html

i really dont get what they are trying to achieve with this saddle at all.
Why is there a protruding Brand badge right in the area where you would least want it.. as for the elevated cushions at the back... i dunno, looks bollocks to me.
but anyway let us know how it is after using it. I'd be interested to know.