maybe the factor that can make me believe with some of the existing projects is that I can read and see it from the whitepaper and after that look for certainty about the team behind the project in order to know that the person is genuine and not fake.
I am confident in the professional and well-known team in the cryptocurrency market. I believe that a good team of leaders will give the project a chance to thrive in the future because they have a lot of experience in the market.
There are many places to look out for the project rating like ICOBench and other ICO review related sites. Also keep in mind that few of them are also paid review so better study from different sources before investments.