A reference standard or reference system for dental feature location and orientation can include evaluating the facial appearance of one or more subjects based on aesthetic criteria and selecting a subset of subjects. The reference standard further includes constructing 3D representations, (e.g., a 3D virtual model), of the facial and dental features of the subset of subjects, from photographs of the face and mouth of each subject and determining the location and/or orientation of one or more dental features for each subject. The location and/or orientation values for each subject can be used to produce an average value and a standard deviation that forms the basis for a reference standard as part of reference system for evaluating patients. The method and system further includes constructing 3D representations (e.g., a 3D virtual model) of the facial and dental features of a patient from photographs of the face and mouth of the patient and determining the location and/or orientation of one or more dental features of the patient in order to compare them to the reference standard and develop a treatment plan for the subject based on differences between the patient's measurements and reference standard. The reference standard can use the pupils (e.g., in the natural head position orientation) as a landmark for registration and scaling of the reference standard to the patient under evaluation.