I think a great photo has that WOW effect. Sometimes I'll give a high score when I slap myself in the head and think to myself "Why didn't I think of that!". I strongly believe that it has to be technically great (right amount of focus, sharpness, lighting, etc). I personally like bright colours when it's not over done. A nice photo evokes thoughts such as "nice snapshot, cute, neat". I dunno, I guess I just know it's a great photo when I see it.
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