After a measurement methodology has been chosen, the design of poverty measures—whether unidimensional or multidimensional—require a series of normative choices. These choices relate to the space of the measure, its purpose, unit of identification and analysis, dimensions, indicators, deprivation cutoffs, weights, and poverty line. The normative contribution is not simply philosophical; it has a practical aim: to motivate action. This entails reasoned assessment of multiple considerations including feasibility, technical and statistical strength, ease of communication, and legitimacy. This chapter describes each of these normative choices in the context of multidimensional poverty measurement design. It clarifies the implications of each choice, illustrates interconnections between them, and outlines alternative ways that these choices might be understood, made, and justified.