PPA's 12 Elements of a Merit Image: Storytelling

Posted by WPPAweb on Jan. 5, 2026  /  12 Elements  /  Subscribe 0

12 Elements of a Merit Image: Storytelling

We’ve reached the final element in the 12 Elements of a Merit Image—and it’s one that often leaves the biggest impression. Storytelling is where everything comes together: composition, lighting, subject matter, color, and technique. It’s the heart behind the image.

According to the PPA website:

"What does it take to get your photograph into the prestigious Imaging Excellence Collection (formerly Loan Collection)? Images in PPA’s International Photographic Competition are judged on 12 criteria. Master these and you win not only PPA merits but a spot in the Imaging Excellence Collection exhibit."

Let’s take a closer look at what makes an image tell a compelling story—and why that matters in competition and beyond.

Again, from PPA regarding Storytelling: 

"The image evokes the viewer's imagination. While the act of creating is a personal thing, so too is the act of viewing. Each image is a story, and the one it tells a viewer may be unique to that person."

(photo courtesy of Nick Danziger)

What is Photographic Storytelling?

Storytelling is the emotional and narrative force behind a photograph. It’s what makes a viewer stop and feel something or begin to imagine what happened just before or just after the moment captured. A strong story can elevate a technically solid image into something memorable, moving, and meaningful.

Not every story has to be dramatic or grand. A quiet moment, a subtle gesture, or a sense of stillness can be just as powerful. What matters is that the photograph has a clear message or mood, and that it invites the viewer to engage with it on a deeper level.

Storytelling also ties closely to the photographer’s intent. The stronger your intent, the clearer the story. This is why storytelling (along with Impact) is often the deciding factor in competition judging when technical execution is equal between two images.

(Starving Child and Vulture - Kevin Carter - 1993)

Examples of Storytelling in Photography

Storytelling in photography isn’t always about grand narratives, although those are impactful. It’s often found in the smallest details and quietest moments. The way a subject looks at the camera, the placement of a single object, or the play of light across a scene can all suggest a story that goes beyond what’s visible. The power of storytelling lies in suggestion and giving just enough information to ignite the viewer’s imagination and evoke emotion.

Below are several approaches that can help build narrative strength into your images:

• Emotionally Charged Portraits: A single expression, tear, or glance can suggest an entire emotional journey.

• Environmental Context: Including meaningful surroundings can show not just who the subject is, but where they come from and what they value.

• Symbolism and Metaphor: Sometimes what’s implied is more powerful than what’s shown. Using visual metaphors can add depth and complexity.

• Dynamic Action or Interaction: Capturing a decisive moment—whether in sports, wildlife, or street photography—can tell a powerful real-time story.

• Series or Diptychs: A single image can tell a story, but a carefully constructed sequence can deepen it even further when used in competition panels or fine art presentations.

Strong storytelling doesn’t always announce itself loudly, but it always resonates.

(Dali Atomicus - Phillippe Halsman - 1948)

Cultivating Storytelling in Your Work

Storytelling is one of the most subjective elements in photography, but also one of the most universally appreciated. To grow this skill, photographers should learn to observe deeply, anticipate moments, and reflect on why they’re taking the shot in the first place.

Here are a few ways to improve your storytelling:

• Start with a Concept – Don’t just capture what’s in front of you—think about what you want to say with the image.

• Study Other Storytellers – Look at documentary photographers, fine artists, and even filmmakers. How do they build a visual narrative?

• Watch for the Moment – Great stories often live in the in-between: the pause, the reach, the laugh, the fall.

• Let the Image Breathe – Don’t overcrowd your composition. Give the viewer space to enter the story.

• Shoot with Empathy – The more you connect with your subject or scene, the more authentic your storytelling will feel.

These storytelling techniques aren’t bound to genre. They can be applied in portraiture, landscape, commercial work, and beyond. What matters most is intention. Are you giving the viewer something to feel, question, or connect with?

Strong storytelling doesn’t spell everything out. It invites the viewer to participate, reflect, and imagine the world beyond the frame.

(photo courtesy of Click Magazine)

For Powerful Storytelling, Ask Yourself:

• Does this image evoke an emotion or reaction?

• Can the viewer imagine what came before or after the moment?

• Is the message clear, even if subtle?

• Does every element in the frame support the story being told?

Great storytelling lingers long after the image is gone from view. It connects people. It creates impact.

And, in a competition setting, it can be the final push that turns a strong image into a merit image and a merit image into a masterpiece.

Catch up on the other 12 Elements with our blog series: Creativity -- Technical Excellence -- Impact -- Style -- Composition -- Presentation -- Color Balance -- Center of Interest -- Lighting -- Subject Matter -- Technique

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