Look at potential red flags, check which people there are behind a project and ask yourself if they're really capable of. Potential red flags include a brand new project, mention of a "centralized" token, buzzwords ("artificial intelligence with addition of blockchain and IoT for getting richer!". Anyway most of the projects in cryptocurrencies has ZERO value, beside Bitcoin, and Monero (and a few ones). Check if the project is supported by someone or any company, check who team members are.
Lack of transparency? Scam. Lack of any documentation? Scam. Did they provide you a business model that... ? Scam naturally.