Another solution to a problem of equally high scores is basing a choice on significantly different parameters, such as "noticeable", "clear" "likeable"and etc. If differences are seen on a number of parameters then base your selection on the ones most important to your product or idea. Prioritise according to your business objectives, creative/ product brief and situation in the market.
Let’s say you are testing a packaging design for one of the FMCG product categories in which supply and competition are both extensive. In this case, the extent to which the packaging stands out on the shelf will carry more weight than the consumer desire to find out more about the product.