First, be a brand reader. If it is mass produced, it is going to taste like you guessed it, like it was mass produced.
Things that I want on my label: Organic, Fair Trade Certified, and Medium Roast.
The first two are musts, but the last one is a preference. The medium roast or sometimes called city roast is my favorite taste. Contrary to most peoples first thought, the type of roast does not determine the strength of the coffee taste. The only thing that can control the strength of the coffee is the amount of water to coffee ratio.