Below is some good advice from out lighting training courses. Book a course and learn a whole lot more.
Good pictures capture attention. Create them with well balanced lighting giving pictures depth and interest.
Soft lighting looks natural and is flattering when working in High Definition. Hard lighting gives sharp shadows and a more dramatic effect.
The background is as important as the subject in any picture; however, it should be subtle and not overpower the foreground.
Ideally everyone will need slightly different amounts of keylight and backlight depending on their complexion, clothing and hair.
On location, use daylight to help you if you can, it will look natural.