Light position and angle.

"We live in a world of off-axis light. The sun does not stay right behind us. Our lighting fixtures at home illuminate us from above and other various angles. And we are constantly exposed to imagery - both still and moving - that makes use of very sophisticated off-camera lighting techniques."
"Yet so many photographers, when they take the time to compose and illuminate their photos, settle for the bland, flat, on-axis (i.e., on-camera) light. Because that is the path of least resistance."
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