Quality first: Technical quality, conceptual quality, artistic quality.
A photographer’s most important job is to understand what the design is about. You can’t photograph what you don’t see.
A photograph should make an incisive visual statement. As Ansel Adams said, “There is nothing worse than a sharp image of a fuzzy concept.”
A photograph should capture the spirit of the design.
The point of photography is not to prove that the building exists. The point is to show what the building is.
There’s always more than one way to photograph a design. Chose the one that says what you want to say.