Lighting. Hard and Soft Light. L ighting can emphasize important details or hide them. It can flatter a subject by bringing out positive attributes and it can de-emphasize or hide less attractive attributes. Lighting can even impart a sinister and hostile look,depending on how you use it.
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Hard and Soft Light
Note in the photo how the writing stands out. Also note the clearly defined shadow of the flower at the bottom of the photo.