Bouncing Light

What happens when you directly aim a light at your talent? What happens when you bounce your light?  What's a simple way to bounce it when shooting? How can bounce cards be used?

    When you directly aim a light at your talent, the light is hard and directional, which will create harsher and more defined shadows. When you bounce you light, the light rays are scattered more, which creates a softer look. A simple way to bounce light when shooting is by pointing a light source towards some kind of flat white object which is facing the subject. Bounce cards can be used both on its own or in tandem with additional diffusion (creating a "book light") in order to further soften the light. Having diffused light helps the light source wrap around the subject, bringing back details which would've been lost in shadows and making a less dramatic look. This can be useful as not every scene requires or calls for harsh and dramatic lighting.