The object of this paper is to find the mechanism how experts evaluate the photograph of clothes. Main conclusions were as follows. (1) The words on which the rating of observers agreed in most cases for all photographs had common characteristics related to objective evaluation. (2) Human face in photograph gave the effect of decreasing the number of agreement. (3) For each word, negative judgements were five times more than affirmative ones. (4) The combination which gave the significant relation on the number of agreement between photograph and words was found in the value judgement and the fashion trends.