*Image quality
*Resolution (DPI, PPI)
*Megapixels
*ISO (Noise)
*Correct exposure
*Colour balance.
*Aesthetically pleasing composition
*Subject matter
*Lighting techniques
*Full dynamic range/Tonal range (Detail in shadow and highlights)
*Focus
*Contrast
*File format - (Suitable for a variety of print sizes)
*Thinking in terms of the customers needs
*Depth of field
*No Chromatic abberations
*No lens distortions
