Setting up the lights in a why that compliments the mood, theme and subject.
Using a white backdrop and bleaching it out using the lights makes it easier to subtract the subject if using PhotoShop later
Using strong lighting can create harsh lines and shadows in the persons face.
Strong, harsh lighting can work in some situations when used properly, but for the most part a softer lighting is more suitable.
Using a soft light (soft box) will give a more aesthetically pleasing effect. It is also a good idea to 'bounce' some light back into the darker areas of the face using a reflector!
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