I will look for the topic, abstract, result & discussion if it is a research article. If it is a story based article, then I will look for the story line, characters and their presentation and interpretation. If it is a factual based article, I will look for its origin of problem and objectives.
My respect goes to papers with colourful illustrations made by authors themselves (not taken/borrowed from other papers): maps, graphs, diagrams, plots, curves, histograms, well-structured tables, photos.