“Ninety percent of group discussions start with group members talking about their initial impressions. The research is clear that this is a poor idea; instead, by starting the discussion with relevant information, this data will be weighed more carefully for a better decision.”
Quoted from page 214 of 100 Things Every Designer Needs to Know About People (New Riders, 2011), written by Susan Weinschenk (good book, by the way).
Think of it like this: When you’re presenting design options to a client (whether in person or with a presentation document), always begin with a recap of the design brief. That way, everyone’s focused on the project objectives, and the most appropriate decision is more likely to be made.