Some of the criteria I use in determing an ICO that I will be interested in:

1. Is there any need for the creation of this token? Does the token really need funding?

2. The composition of the team behind the project. I have seen a situation where on checking on the profile of the team members it was discovered that the pictures used were lifted from an already existing project.

3. Studying and scrutinizing the whitepaper. This part is very important.

I will look into their primary goal as a project. They should convincingly answer the question: what is the specific problem in the world that your project is going to address? The how of course is equally vital. They should not just sell the goal, they should also sell their approach. I will also look into the team and their experiences.