Budget
Like most pieces of photography equipment, the amount you can spend on a bag varies wildly. And while you can spend many hundreds of dollars on a fancy bag, it won't necessarily protect your camera better than a more budget-focused model. Even entry level models around the $100 mark should still provide ample padding to hold your camera safely. Spending more typically gets you better-quality materials that will likely last longer or more design-focused options that may keep you looking stylish on your photo walks.
Capacity
It's worth thinking about how much gear you actually need to carry with you when you head out for photos. If you typically carry one camera and lens then a simple day pack will do the job nicely. But if you tend to head out on photo missions with multiple lenses, tripods and maybe even a drone then larger packs like LowePro's ProTactic 450 AW II are a better option.
If you're going hiking with your gear, then it's worth getting a backpack that also provides additional room to store a jacket, snacks and any other items you might need while you're out and about.
Backpack Vs messenger bag
Messenger bags are great if you tend to just carry one camera and lens. They're easy to sling over your shoulder and they provide instant access to your camera making them great options for street photographers. But their single-strap nature means all the weight is hanging off your one shoulder all day, so when you start to add more weight into the bag they quickly become uncomfortable. Backpacks spread that load across both your shoulders and together with chest and waist straps are much better for your back if you're carrying heavier gear for longer periods.
Durability
Durability often lines up with price, with more premium models typically offering advanced fabrics that are more tear and water resistant. If you often shoot in wet and muddy conditions -- or if you tend to be quite rough with your equipment when shooting on location -- looking for models that have heavy-duty fabrics and zips will give you more peace of mind with your purchase. Like most things, it's still up to you to look after them properly. Avoid putting your bags down in wet mud, use rain covers in particularly strong downpours, and make sure to keep your bag, and the zips, clean and dry when not in use.