Ask a print judge like myself for the secret behind an award-winning print and you’re sure to hear the word “impact,” or a strong first impression.

Of course, careful consideration of the elements within the print comes into play as well—lighting, posing, composition, storytelling, post-production treatment and print presentation among them. In a general sense, what the judges are looking for is not that your entry fits their particular style but that it represents the best of a specific style or genre of photography.

Think of it as adding spices to a dish to give just enough kick without overpowering the palate. A bold or vibrant treatment might succeed if it complements the content and displays a sense of refinement. Conversely, black-and-white or pastel prints can soar when they work in harmony with the subject matter and story.

I believe that the area that most people miss getting the scores they desire has less to do with impact as it does with telling a complete story.

Let’s consider that impact is similar to asking someone to look at something, or perhaps in even a bolder manner, commanding them to look at your print. Experienced judges are not performing a critique of your entry, which by its very definition is more analytical; they are conducting an evaluation that considers both the objective and subjective.

When your entry comes up, you’ll see the judges respond by how actively you’re asking them to look at your print. A print with great initial impact invites us to do more than merely look but encourages us to examine your print, which is a more active form of seeing, so to speak. As we do, there may be elements that jump out, suggesting they require more refinement or things that are distracting.

What I encourage you to keep in mind is the feeling we experience after seeing your print. Did you reward us for taking the time to gaze upon your photo, or is it like a shiny object that from afar piques interest but when you get close falls apart? Think about a great novel, movie or song you enjoy: Did you walk away glad you invested your time and energy in it?

All of us want to feel rewarded for seeing your photography. That’s when we have an opportunity to start enjoying the story within your photo, dive into the emotion and connect with what it is your unique voice is trying to communicate to us. Arguably, your unique voice lets you showcase your originality, creativity and make your case for why your photo represents the best in its class for the particular category.

All this is to say, of course, that you’ve got to master the care and control you place in the crafting of your print competition entries. That mastery is a demonstration of your level of skill, expertise and refinement. But to make a winning print that grabs first through third place or even the elusive Grand Award requires something more. It requires creating a “complete” picture, and that creative process begins long before we ever pick up our camera.

Luke Edmonson and his father, David, will be teaching a new platform class at WPPI 2018 called “Making a Complete Picture,” on Tuesday, February 27 at 4-5:30 p.m