I have several 'go-to' quilting end to end patterns that I use for most of the charity quilts I make. One is circles and stars, another is a swirly design. Both look good on most quilts because they're sort of neutral with regard to the quilt colors, theme, etc. The swirly design goes FAST and looks great as well, so I'm using it more often.
For quilts that are going to a special person in my life, I might use either of those as well, or pick an end to end that is more customized to the person and the quilt.
I always make the choice when I'm ready to quilt the quilt.