Good lighting is critical.
There's nothing wrong with using flash, but how you use it is everything.
On camera flash, pointed straight at your subject, SUCKS.
(**EXCEPTION** On camera flash dialed down to -2 or lower and used outside for fill is ok, off camera is better)
Off camera flash can look great.
More is most often not better.
Less is most often best.
Subtle is wonderful.
Hard light can be nice.
(if you have no idea what I'm talking about, read this.)
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