At the center of the authors' research are questions related to what constitutes the concept of the poetics of photography - composition, image, photographic genres. The photographer builds a frame, achieving the unity of visible lines, shapes, background, textures. The expressiveness, artistry of the picture depends on his creative efforts, so it is important to understand the structure of the frame and know how it adds up. A composition well comprehended by the author creates the integrity of all the components of the frame and is perceived by the viewer as imagery.