An external flash gives far more control than the built-in flash of a camera. You can shape the direction, softness and colour of the light, freeze movement and keep ISO lower in difficult conditions.
Direct flash can look harsh. In a room with a light ceiling or wall, point the flash upward or to the side and let the surface become a large, soft source. Keep some of the flash head forward when you need a small catchlight in the eyes.
Moving the flash away from the camera is the fastest way to make light look more intentional. Place it 45 degrees from the subject, use a softbox or umbrella, and adjust distance before increasing power.
Good flash photography is not about making the flash visible. It is about giving the image the light it needs while keeping the result natural.
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