First and foremost is WEAR of the details through circulation originally intended by the mint when struck. Other factors such as scratches, dings, and other post mint damage are secondary considerations and simply detract from it's eye appeal to a potential collector. The coin on the left has more wear and might grade at Good but has better eye appeal due to it's relative lack of distracting dings The coin on the right clearly has less wear and might grade at Very Good but has more unsightly dings which detracts from its desirability. Which one would a collector of this type prefer is a matter of personal preference. Both are heavily circulated so it comes down to eye appeal. If I collected this type, I would wait for a coin in better condition than these two. Although the coin on the left technically grades lower, I would prefer it over the coin on the right if I only had these two coins to choose from. Other collectors may not agree with my personal preference.
Edit. Another desirability factor is the mintmark C/M or H. A potential collector of this type may be more interested in where it was minted regardless of grade.