These are the list I am looking at ICO:

-Strong Team - Developer that have reputation and real person [better to check their names and profession]
-Vision - how the team sees future in their project
-Whitepaper
-Roadmap
-How the coin will solve the existing problem
-how many token or coins will be release
-what happen if the token or coins are not sell during ICO or after ICO
-live support that can answer questions immetiately