1- Team would come first. Look up the team and see if they are reputable.
2- Project utility. Is it a new concept? Does it solve any digital or real world issue?
3- Development and team activity. Try to see for how long the project is running and what they have accomplished, are they slow? Fast? Updates with frequency?
4- Marketing efforts. Do they have a strategy to promote the project? Because in this days marketing is almost everything on a project.
5- Community. Does it have a big community?
A project that currently checks all the boxes for me its Deeponion, phenomenal development team, actvity and community.
I think number 2 is the most to consider if you want to invest to ICO...
Unique, and usefull to the society will make the project survive in the community and then the team can develop it into something bigger in the future..
A lot of ICO didn't have this point, they just wanna sell coin for profit, while society doesn't need and get benefit from the project, such project will collapse for sure and I'm sure you don't wanna invest on this ~