I occasionally get asked about how I got a certain look in a photo, and I invariably have to give most of the credit to the type of light in the shot. Being a rather lazy person and specific in my post-processing, I tend to rely heavily on the light. Here is an example of how drastically the tone of a photo can change using the same light source and only turning the subject 90 degrees. Aside from the obvious expression and the processing in the one on the left, her chin was facing the window (best and only light source used here) to create a low angle scheme that put the shadows in unnatural places, giving the "horror look." Turn her sideways so the light is on her right (next photo) and the look is completely different; soft, with natural shadows falling sideways across her face rather than up her nose.
Plus, she's not doing her Bun-Fu thing and is smiling :)

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