Well the first thing you should look into is THE TEAM behind the project, that's is the basic jewelry of every project (ICO) out there.
A team with great & decent background in their domains meaning they are there in that project, IOC, for some serious reasons, they are not there for playing or scamming.
Shady ICO's with unknown teams doesn't necessarily means it's a shitty ICO or project, but it will give you the trustless issues since we all deal online.