a lot, but it's not certain either
1. team
see the composition of the team managing the project and how their identity can be trusted

2. media
social media is also important, how will the team later provide information, and if the team never provides information, then the project is definitely a scam.

3. exchange
where will the tokens be listed? you must hear that question often and if the team cannot answer, then it is suspicious. and if after some time it still doesn't answer or is listed on the market exchange with low liquidity, then it's fake because the token will end up with a low price.

4. price and investment returns
maybe this will sound funny, but it can be considered as well. see how they explain the road map, prices and investment returns in the project. if it doesn't make sense, then don't go along.

that's my opinion so far looking at several projects, can be right or wrong and hopefully useful.