- questions about unspecific things or a person such as "what/who is it?" : C'est + article/possessive adjectives + noun
- questions about general things such as "what do you think about / do you like (general stuff)?" : C'est + adjectives
- questions about specific things or a person such as "where is it / how do you like it?" : Il/elle est + adjectives
I think it depends on whether if the speaker is aware of the thing they are asking. If the thing or a person being questioned is clear and specific you use il/ell and if it's not clear and unspecific you say ce?
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