Speed-Dating Architecture: What Jurors Really See
Jurors faced with a sea of entries — proof that even great work can get lost when the story isn’t clear.
Why your award entry might be getting skipped
(and how to fix it)
Hey everyone,
With award season sneaking up again, I wanted to share a few thoughts that come from years of photographing projects that end up in the running. Some win big, others somehow miss the mark, and honestly, it’s often not about the quality of the work. It’s about how the story is told.
Ever wonder what actually happens when jurors look at award submissions? Picture someone sitting in a hotel conference room with a cup of coffee that’s been reheated three times, flipping through hundreds of entries like they’re speed dating architecture. They’re not soaking in every word. They’re scanning like pros, and you’ve got maybe ten seconds to make them stop and say, “Okay, this one’s worth a look.”
I’ve photographed a lot of projects that went on to win awards, and I’ve seen some incredible ones that didn’t. Not because the work wasn’t good, but because the entry was cluttered, confusing, or just didn’t tell a clear story. The truth is, jurors want clarity. They want to understand what they’re looking at fast. Your job is to make that easy for them.
Start With a Story, Not a Folder Dump
Your gallery shouldn’t feel like a pile of random images tossed into a folder. Think of it like you’re giving someone a tour of the project. The order should have a rhythm and make sense as you move through it.
A good flow might go something like this:
Start with a hero exterior that sets the tone
Add a context shot so they know where they are
Move into a key interior that connects spaces
Highlight the craft moments that show off the details
Fill it out with supporting shots
Include one clean plan or axon to tie things together
End with a final image that leaves them thinking about the project
If your submission bounces around with no logic, jurors mentally check out. Think of it more like a movie than a photo dump.
Write Captions Like You’re Talking to a Colleague
Skip the fancy writing. Just describe what’s happening and why it matters, the way you would if you were walking a coworker through the site:
“Living area runs east to west to grab morning light.”
“Steel and oak stairs keep sight lines open.”
“Kitchen connects directly to patio and living room.”
That’s it. No fluff. Just clarity.
Choose Plans That Actually Help
Plans should make the project easier to follow, not harder. Pick one that’s simple, clean, and matches the orientation of your photos. Highlight key design moves and lose the construction clutter. You’re telling a story, not submitting blueprints.
The Ruthless Rule of Three
We all have a few shots that we love but probably don’t need. You know the ones … the second powder room, the hallway with nothing new to say, the extra angle that doesn’t add anything.
Every photo should do one of three things:
Move the story forward
Show a clear design move
Add a fresh emotional beat
If it doesn’t, cut it. A tight, intentional set of 12 images will always beat a scattered 20-image collection.
Why It Works
Jurors aren’t rewarding the prettiest project. They’re rewarding the clearest one. When your story is easy to follow, they slow down and pay attention. And when they talk about your project in the room, that’s when things start to happen.
Try It Next Time
When it’s time to prep your next award submission, set aside an hour to rethink how you present it. Build your image order like a story. Write captions that make sense. Pick one strong plan. Trim the extras. You’ll be surprised at how much stronger the project feels when it reads cleanly from start to finish.
And if you want to chat about strategy before your next shoot, I’m always happy to help plan how to tell the story visually right from the start.
Great photography is a partnership between design and light. Let’s plan your next project
together and create images that truly capture your vision.
Contact Born Imagery to get started.
