The most important thing to me are the characters. The story itself of course has to be interesting too. Great characters won't save a bland story. The most interesting people in the world stuck in a bland environment would be a drag. I like to feel like I relate to what's going on in the story too. Even if it's fantastical crazy shit, I like to feel included in the humanity of it. Kind of like Star Wars. (I know that's a movie, but you know what I mean. A fantastical action adventure with aliens and lasers, but with heart and humanity.) It's the only real way to become invested. If I don't care about the character, then I could careless about the story. Once again, I'll use movies to make a point. Horror movies are infamously bad at creating character development. So who cares if they die? Even if it's a sweet idea, and the killer is awesome and looks badass, I couldn't give a shit because I actually want some psycho to murder these shitty characters.