I'm only going to adress the movies and this is just my opinion though you're free to have your own of course.
1) Romance
We've seen some ok romance in Sam Raimi's films though Tobey Maguire and Kirsten Dunst don't really have any chemistry. In Marc Webb's films the romance wasn't really improved. Andrew Garfield and Emma Stone have chemistry, but poor dialoge. Seriously, listen to some of the dialoge. It's ridicoulous and clichéd. The romance, if it's done in simmilar quality again, should be in the background. Besides we've seen enough. The majority of it was boring.
2) Love-interest
Just because the romance is in the background, doesn't mean that the love-interest should be boring, selfish, and a damsel in distress. She should be like Gwen form The amazing Spider-Man films with better dialoge. It's not important if it's MJ or Gwen just give us a strong female character that's smart and can help out Peter, like in the amazing Spider-Man, but don't make her a sidekick like in the second one.
3) Villains
We got villains that were cast well, but didn't get anything interesting to do (e.g. no interesting backstory, no great dialoge et.) like The green Goblin (Willem Dafoe) or Electro (Jamie Foxx). We got some that were miscast like Venom (Topher Grace), but there was one villain that was well-cast, compelling, interesting and had some funny dialoge (e.g. butterfingers). That guy was Dock Ock. Every Spider-Man villain should be like that. It could be any villan, though I'd like to see one that I haven't before, like the kingpin (who you could take from the Daredevil Netflix series, which is awesome by the way) or kraven the hunter. You get what I mean.
4) Peter Parker/Spider-Man
I tend to dissagree with some fans over Andrew Garfield. I prefer Tobey Maguire. However it doesn't matter who I thought is the best Spider-Man. It doesn't matter who you thought is the best Spider-Man. The important thing is that this new Peter Parker is heroic, responsible, funny (but don't take it overboard like the ultimate Spider-Man cartoon) and smart. I didn't buy at all that Peter Parker was smart in the newer movies. It's because you bought that Tobey was a nerd and a loner. Andrew (at least in my opinion) was miscast as Peter. Why would a guy that looked like a model be bulied? Why would Peter Parker ride around on a skateboard? It would be fine if fans of Tasm said that it was different interpretation, but later they say that it's more comic-accurate. Peter Parker doesn't have to be comic-accurate, but can still be funny, interesting, and you can relate to him (e.g. Tobey Maguire).
Oh yeah this is totally Peter Parker, I mean he wears hip clothes, rides a skateboard and is an edgy rulebreaker, but he is still nerdy, because he wears glasses (sarcastic).
So this were my brief thoughts of what I want from the new movie. Did you like my first article? What are your thoughts? Feel free to tell me in the comments.