It’s Time to Calm the Flash Down: Say Goodbye to Harsh Flash with Samsung’s Light Boosting Technology

June 5, 2023
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• From bad sides to blurry eyes, Samsung reveals the camera faux pas killing the vibe in social scenarios.

• Broadcaster, Author and Founder of Happy Place, Fearne Cotton, who has fallen into the flash trap previously, shares top hacks for avoiding photo fails with the Samsung Galaxy A54 5G.

London, UK –5th June 2023 – Samsung Electronics Co., Ltd: Whether it’s proud pets, a picture-perfect sunset or a strong hair day, the nation loves to get snap-happy.


However, flash users have been called out as the ultimate vibe killers, with over a third (37%) of UK adults saying they can’t stand the flash, or it makes them feel awkward.


And social scenarios are also a cause for concern. In fact, when out and about with peers, over a quarter (27%) of UK adults avoid being captured altogether, for fear of a bad photo.


The study commissioned by Samsung (for the newly launched Galaxy A54 5G) found over half hate having an impromptu photo, as they worry it will capture their ‘bad side’. As many as six in 10 will make people swap places with them if they are on their bad side in a picture.


To convince the UK to go ‘flash off’ and perfect their picture snapping with every shot, Samsung is working with Fearne Cotton, to shine a light on the Samsung Galaxy A54 5G and its awesome Light Boosting capabilities.


Following her own share of ‘flash ‘fails’ Fearne Cotton, Samsung Ambassador, Broadcaster, Author and Founder of Happy Place, said: “I’m no stranger to an unflattering photo and know how annoying it can be when bad lighting ruins a photo. Whether I’m trying to capture a picture of my best mates at dinner or a sweet photo of my kids, a lovely moment can be bleached out if you get too flashy.


“However, you don’t have to miss out on capturing those beautiful moments and you can start with abandoning the flash all together”


Further to this, UK adults have also said flash makes them feel anxious (22%) and highlights their blemishes (24%). 


To avoid dodgy photos for good, Fearne Cotton shares her hacks for capturing post-worthy pictures:


  1. Don’t overthink it

Try to avoid letting your inner perfectionist scrutinise every part of the photo. Pictures are meant to capture moments and the best ones are those which show real joy, so don’t feel like you need to be properly posed for every shot. Social media has changed how we take photos and has almost wiped-out un-posed pictures. In my opinion, candid can be the best. Especially if you’re belly laughing.


  1. Smile

There is no better addition to a photo. When we believe we have a better side or feel insecure about how we look we might worry too much about capturing our best angle and pouting or posing. I say, drop the pout and give your biggest grin as everyone looks best smiling. A happy face equals a happy photo.


  1. Use natural lighting

You can have the perfect setting for a photo, but without the right lighting the picture might not translate on screen. We’ve all been there where flash has overexposed and ruined a beautiful shot of your mates on a night out or the family stood in front of a sunset. Instead, opt for natural lighting, even in the evenings– with Samsung’s Galaxy A54 5G device, low-light settings show up brighter without the need for flash, thanks to light boost technology.


The nation’s top photo fears:


  • Flash washout or red eyes
  • Looking too forced
  • Grainy and blurry picture quality
  • Getting the right lighting
  • Being on my bad side


The Galaxy A54 5G delivers stunning images with clear quality. For adventures after dark and in low light conditions, say goodbye to harsh flash with Light Boosting technology. Night Mode enables users to capture the brightest and clearest photos at night, using intelligent AI Pixel technology to broaden the camera’s pixel size and capture more detail. With the largest camera sensor yet in a Galaxy A Series device and optical image stabilisation, users can take blur-free photos and smoother videos even in low light environments.


For more information about Galaxy A Series, please visit here.



  • Research was commissioned by Samsung UK & Ireland and conducted by OnePoll.
  • OnePoll surveyed 2,000 UK Adults in May 2023.

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