I always evaluate based on the % cash back versus the annual fee. Personally, since I'm single, not a big spender, and run a lot of my expenses through "Target Red Card" (immediate 5% discount), I will not agree to any annual fee (everyone's situation is different).
Personally I like Capital One Quicksilver which is a seamless 1.5% cash back with no annual fee, no minimum distribution (doesn't have to be $20 or $50 increments...), basically no bs.