Simply put: the character of light, and how it interacts with your subject, makes-or-breaks your photograph.
An otherwise mundane subject can be transformed into a thing of beauty by interesting light. And an already interesting subject shines with additional appeal in wonderful light.
Light has direction. Side-lighting tends to add depth and interest to your subjects, while overhead lighting tends to flatten them. Back-lighting creates silhouettes.
Light has color. Morning and evening light tend to feel "warm" while mid-day light tends to feel "cool".
Light can be "hard" or diffuse. Clouds, fog and mist create diffuse light that tends to "soften" an image.
Paying attention to the character of light is the single most important thing you can do to improve the appeal of your photographs.
© Jerry Weimar Photography