I think all of the given choises are matters. And there should be one great idea in ICO which is different from other ICOs, coins or tokens
you just need to get into the popular idea exactly, and that there are good money collections
Usually following with the hype or communities movement regarding on the coins might really help you out but its not effective all the time because not those right ICO do came out to be famous because some of them didn't even get least attention into the public but did able to succeed without even reaching their cap which signifies that this project is self sustaining or really serious on what they are up to. Research and Research on which this is the best thing that you can do when tending on choosing the right ICO.
you need to learn information not only about the project itself, but also to search for information on the bitcointalk forum, where participants discuss certain positive or negative features of different projects, as well as their developers. The fact is that there are different projects that are created by the same unscrupulous developers. This is also necessary to pay attention and use to choose the right ico company.
if the team have telegram, slack, reddit, or group chat, you can join with them so you can know every details info about the projects. you can learn what the project offers to you and the investor so you don't have to spend the wrong ico. don't forget to read another people review in bitcointalk forum or another website so you can add more info about the teams. if somehow your feeling telling this is the good ico then you can directly invest your money in the project.