The first you keep in mind is to determine that project that you going to invest in whether are really or not. In my opinion, I have general condition for reviews any ICO project as the following:
Website : Friendly and consist of information referring to the target of project ( Product, roadmap, Team... )
Whitepaper : Descript clearly the future and vision of project
Team : All of core members has linked to LINKEDIN profile and the project is verified by CEO who has transparent records.