soft light gives more pleasant sort of emotions.

Frontal lighting gives a clear read on facial expressions. Gives a flatten out image
Side lighting gives more clarity of image so it is the goto for most modern film directors. It also gives the
image a sense of volume.

Backlighting makes them more like figures, and more scary

Gives a character a more sinister look. Not used very often, so when used, it messes with out
expectations.

Top lighting tends to hide their actors eyes under their brow, and makes it harder to read facial
expressions.
the keylight is the strongest light. It provides the highlight. The fill light softens the shadows