My choices:
Slapdash or poorly-written. This is an immediate nope for me. There was a recent project for some game about sentient apes, but in every instance where they should have said "apes" they used the word "monkeys". As intrigued as I was by the concepts, if they can't get that right then I have to wonder what else they haven't thought through?
The shipping costs for the product. Every once and a while there will be something from a creator in a country far enough away that getting a printed copy of their product will make the cost more than I can afford for whatever it is they're offering.
The use of AI artwork. This is another immediate nope for me. As someone who has been a professional artist and is married to a professional artist, I have a real problem with AI-generated imagery (I'm not prepared to call it "art"). I really like that Kickstarter requires (?) people to answer questions regarding the use of AI in their projects.
The product has already met its goal. There have been times when I really wanted to support what a creator was doing, even if what they're making isn't quite my thing, but I didn't have money burning a hole in my pocket. In situations like that if the funding goal has been met or clearly will be, I'll move on.