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.
The three things that I look for an ICO are the following. First the Website where we could see almost anything about the project specially the ideas, it's mission and vision. Second is the team where we could see their achievements or experiences in terms of dealing with a specific project. Third is the roadmap where we can see their future plans and updates regarding the projects status. But yeah we have different styles and perception so much better to stick with our standards or maybe we have to do a lot of research about the project and get an advice from higher ranks that has a lot of experience in dealing with ICO's and they might tell us on what are the do's and don'ts.