Rules are made to be broken :) Someone once told me, and I believe it's true, that setting a figure in the centre of a picture makes for a very formal, portrait-style image, whereas setting them to one side gives a more natural feel. I also like to think about colour and lighting to evoke certain moods. In simplistic terms, blue and green lighting can evoke a sad mood, red for excitement or anger, etc.

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"you are terrifying
and strange and beautiful
something not everyone knows how to love." - Warsan Shire