My mom bought me one of the first bicycle helmets manufactured - the white Bell from the 1970's. She meant well, but I never wore it. Why? The thing weighed a ton! Years later I picked up a more "modern" helmet and discovered it weighed next to nothing. Now that was something I would wear!
Lightness is a crucial factor in deciding on a bike helmet - especially if you're on a road bike. Ventilation is also key. Your head can get awfully hot on a hard ride on a hot day. Those ventilation holes are necessary.
Comfort is also big. I have my helmet on my head for a lot of hours, day after day. I want something comfortable.
The prices of bike helmets can get pretty exorbitant, but I'm willing to spend some money for something good. When it's going to be on my head that much, I want to love it.