What pulls me into a comic is if the comic has style--and I mean that not in a it has to be "good" art sort of way (since good is really subjective) but the style has to serve the story. There's some really incredible comics out there with art that may seem odd or counterproductive, but when you see it in the context it delivers the story so well. I also think story is more important than the art (which is a little heretical because I'm an artist) but if the writing is good, that keeps me in.
If a project is popular that will probably get me less interested--which sounds terrible, but right now the trends in comics aren't exactly my interests all the time. Sorry not sorry but I just don't read that much comic twee romance. I will occasionally just...not that often. I'm more of a sci fi/fantasy weird stuff girl. Especially if something looks like it was mass-produced or had a lot of hands to create it (AKA expensive), that tends to make a comic that takes less risks. Same with movies. They're safe, which is comfortable to read, but also can get samey.
If the names associated are names I follow or really like, that will absolutely encourage me to look at it, especially if it's a premise I don't ordinarily read. But honestly, some of the best comics I read right now, I found because I was looking for something outside of what I normally read both in style and genre, so I try to remain open minded and I'll give it a click if it looks different and unique.