As i see nowadays there are lot of coins also created with the name looks similar with bitcoin ,so we have to becareful and we need to know their coin before investing on it. If possible take alook at the partner behind the project and also the roadmap. If the coin have a bounty program, try to take alook at the bounty manager also, because a good bounty manager usually rejected a suspecious project.
What you mean by "look" ? The graphic designing or concepts ? I believe these are NOT enough things for making people to be attracted by being similar to bitcoin or with any imitations. Honestly, I'm not getting your point up to the level you meant. Looking into the team and roadmap are always important before adopting any new project and ICO. I believe many people are already doing this and only beginners of this crypto space might get themselves as a victim of those scammy projects.
Participating in to bounty program should be done after lots of crosschecking and verification. I'm not sure how many people are valuing their hard work that they are going to put for a campaign still I do see many scam projects are finding their success only due to the people who are all ignoring those crosschecking.
I'm always not preferring to contribute in ICOs for many reasons but the prime one must be I should not support scammy people. Instead of looking for making big money out of ICo, I am more careful on not supporting scammers, it is kind of being more conscious against scammers.