i wonder what makes you trust a new altcoin? what you're looking for in their company page etc...?
First of all, I look for team members, and mostly in developers, because in their hands what project can be tomorrow.
But if I find I a strong adviser that I know has handled several ICOs at a high level of quality, then I pay attention to this matter also.
Longs things short, I look first of all at developers and advisers.