The "flat as possible look" as compared to the "puckered as possible look"
Which do you prefer - and why?
And how do you achieve the look you prefer?
I prefer "flat as possible" - because I think it lays better on a bed and/or hangs better on a wall.
I also want to have a fairly good idea of what the finished size will be after it is completed. I know that quilting (especially dense quilting) will "shrink" the item somewhat, too. There is still some "puffiness" after the item has been quilted and washed a few times.
I achieve that by shrinking/washing all the components I can before cutting them.