First of all, I believe that there are 2 traps to avoid when it comes to runes. The first one, although that one isn't cookie cutter, is that scaling runes are often a bad idea. basically, you want your runes to make an impact early game and scaling runes' benefits are often watered down by items. There are still a few runes to never go for ever that I will list at the end (break point too high).
Next, Full CDR page. Basically, while the idea is nice and attractive, the fact that it leaves you with a 10% cdr window (which is blue buff/elixir) means that more often than not you will have a terrible itemization pattern (a lot of caster and bruiser item has cdr on it). If you don't wanna go for scaling AP (which are meh imo) or flat/scaling MR, take scaling blue>quint for cdr (basically, the quint counterpart is better and you don't sacrifice any cdr).
Otherwise, Sir ArmaMalum pointed out a few choices, which I don't 100% agree with but is a great direction overall (Basically, I think that the AD and penetration marks are too good to pass on for armor, and the hp regen quints are much much better than yellows if you can actually spare to use quints for regen).
Lastly, %health are bad. Stay clear of %hp yellows, since you need to have a completed Randuin at level 4 to make them more useful than their scaling health counterpart. For % health quints, they'll be weaker on the tankier champions until you've bought 2 hp item or 1 warmog (roughly). For volibear, you'll break even at level 5 (% stronger before), will need 400hp by level 9, 1k by 16 and 1250 for the late game.
Runes that I suggest not to take because they break even at level
9: Scaling Mana Quints, Scaling Attack Damage Quints
10: Scaling Health Quints, Scaling Health Regen Quints, Scaling Energy Regen Seals
11: Scaling Magic Resist Mark, Scaling Magic Resist Quints, Scaling Armor Quints
12: Scaling Ability Power Quints
14: Scaling Energy Glyphs
All in all, stay clear from scaling quints :P (except CDR, they're ok even though I still dislike scaling runes conceptually)
EDIT: What's the point of a spreadsheet if you can't read the labels.
