You need to first think about things like geographic location, urban, rural, or a suburban location, big, medium, or small college/universitiy, your learning style (such as hands-on, experiential, or large class lectures (200-500 students), or discussion-based classes), majors you are thinking about, research oppotunities for undergrads, an environment that is liberal, conservative, or somewhere in the middle, preppy or not, politically active or not, students who also love athletics in one way or another (because they participate or cheer on their teams), or don't care about athletics at all, extracurricular activities you'd like to become involved with, opportunities for internships, college advisor services, and more. You should read the college website of schools you're thinking about and read the mission statement and then probe deeper into the website and see what you find. All of this is a good way to start!