On the other hand, I have come across series that have good but not great animation but are greatly enhanced by other production values. Based on looks alone, I would give Bakemonogatari 18 points for production values, but I gave it 19 points because of the way the animators use small on screen messages and shadows. These are great tools to enhance the atmosphere and convey more information. Haibane-Renmei and Sound of the Sky (So Ra No Wo To) are also enhanced by their atmosphere.
Originality and uniqueness are hard to judge because most series inevitabely are going to use past works as reference. For exmple, any mecha series is going to be connacted and compared to Mazinger or Gundam. I judge originality in a series based on how uniquely elements from past series are used. You can have a series, like Gurren Lgann, that use mechas and elements from past series that can still be cool and interesting with their approach or take on an exiting gnere. Keep in mind that I rarely give 20's for originality/uniqueness. I reserve such scores to groundbreaking series like Mobile Suit Gundam (Gundam 0079) and Neon Genesis Evangelion.