Background: The research in this paper is based on an integrated model as a common theoretical framework deriving from the notion of "the science of photography " and can aid in achieving a clearer, more relevant and objective interpretations in the domains of creation and interpretation of photographic images, both for artistic or media production. By perceiving a problem related to the different interpretation and evaluation of a photographic image in the process of graphic reproduction and communication (influenced by certain parameters arising from various professional and scientific discourses of interpretation of photographic images), the analysis of the present research has shown the need for synthesis and definition of the image system of the photography, generated on the inseparable technicaltechnological and syntactic-semantic framework. Goal: The goal of this paper is to determine the key qualitative features of the photographic image and to correlate them with the observed stimuli caused by a photographic image, aiming to quantify, objectify and repeat photographic image evaluation realized in a specific media environment. Methods: For the purposes of this dissertation both subjective and objective research methods were used. Descriptive analysis of photo contests determines the features of photographic images that have influenced the selection and ranking of photos during individual contests. The degree of correlation between the selection of the jury and the targeted audience is also being determined. Also, in the experimental part of the work, eye tracking device and data analysis was used to determine to what extent the stimuli, and to what extent the higher cognitive processes of visual stimulation interpreting, affect the perception and decision in the choice of photographic images, and to what extent the obtained voting results of the best photographs from the observed contests can be linked to the results of the eye tracking system. The following research hypotheses have been created: H1: Determining qualitative features of a photographic image increases the correlation degree between photographic image evaluation performed by an expert and performed by a wide targeted group of observers of the photographic image. H2: Evaluation of a photographic image and ranking performed by experts and performed by a wide targeted group of observers depends on technical-technological and syntactic-semanticfeatures of a photographic image. H3: Correlation degree of a photographic image evaluation performed by experts and performed by a wide targeted audience of observers depends on a medium, realization environment, demographic features of subjects, context and purpose of the photographic image. Test samples of this research were photographs applied to 9 photo contests. In the experimental part of the paper , results of the ranked photographs from the observed contests, from experts (members of the jury) and a convenience sample (student population) were analysed. Research was done in 5 stages: Stage 1– descriptive analysis of the photos nominated by expert group Stage 2 – ranking of the nominated photos by the convenience sample Stage 3 – measuring the compliance degree between the convenience sample and the selected photos using the Likert scale Stage 4 – determining the influence of the display technology to the perception of the photography Stage 5 – determining a match between subjective evaluation of photos and eye tracking device results. Results were gathered using a questionnaire and an eye tracking device, including 1680 observations. The questionnaire was completed by 75 subjects, 37 were men and 38 women. Their age was between 18 and 35. Tools of descriptive and inferential statistics were used to determine a statistical connection between acquired data. Kolmogorov-Smirnov test was used to assess the distribution of the data obtained by the research. Mann-Whitney and Kruskal-Wallis tests were used to assess statistical significance of the differences between samples for the group of non-parameter tests, while for the normal sample distribution ANOVA was used for dependent samples with repeated measurements. Results: Results of a correlation analysis of the overall sample of the instrumental research show high correlation between the values of saccades, fixations and observation time (Tablica 26). Also, all correlations are statistically significant, with significance level p=0.00 0.05. Averagenumber of saccades per subject was µ = 471,970. Average number of fixations per individual photo was µ = 21.156. Average time a subject spent on one photo was µ = 7.738 seconds. Frequency diagram for fixations per individual photo shows that the largest number of subjects was in the area of 10 to 20 fixations (Chapter 4.5) However, all the photos receiving better ranking also had a significant number of fixations among 20 to 30 fixations per photo. The results show the connection between the number of fixations and ranking of the photograph. Photos with a higher number of fixations mostly received better ranking. Conclusions: On the observed contests, the dominant was an iconic approach with the idea of copying the existing motif, which can have connotations on higher levels of coding as well, but primarily with simpler interpretation of the visual message. This morphological aspect comprising in itself the technique and technology of the performance, syntax and semantics, enables a clearer communication and transcription of the message. Those contests where the idea or the order were dominant, showed a lesser degree of congruence within the jury (evaluation team), and (this was evident from other stages of the research as well) those contests showed a certain discrepancy of correlation during the ranking of the photos with the convenience sample as well. Significant correlation among evaluation ranking performed by the convenience sample and by the experts was also determined, considering technical-technological and syntacticsemantic features of the photographic image.