As the question reads. For me:
- The concept/vision - is it innovative? does it solve a real world problem? is the problem it solves something I am interested in?
- The team - Size and experience.
- How the coin relates to the concept. Is the coin a key part of the platform? Are other payment methods available to users, etc.
This are good lists. I usually look at the project it self if people would find it helpful and the project would be helpful to people. Usually, this kinds of ICO's attract investors. Who would invest in a project that people wouldn't find useful when the ICO is finished. I also consider the team behind it, because those teams whose name is already established mostly has successful ICOs.