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Often when we shoot photos we get so caught up in what we're shooting that we don't think about how we're composing the shots in the frame. Or sometimes when taking candid shots, there's little time to think about composition because we're trying to capture the moment. Cropping the photo in post production is very effective for creating impact and reinforcing the message.
Cropping a picture can dramatically improve its composition by eliminating things that distract attention from the subject. Or, by cropping further into the photo there might be a better photo within it, giving greater impact to convey the message.