The subject often looks better placed off-centre in the frame. Putting the horizon or a person a third of the way across or up the pictures is generally more pleasing than dead centre. NOTE - for auto-focus cameras where the focus area is in the centre of the viewfinder, focus first, lock this focus and then recompose the picture (consult the manual for instructions on how this works for your camera).

Avoid clutter in the background. Firstly choose your position to avoid clutter. Then scan the edge of the picture for intruding objects, especially bright ones; they will be very obvious in the finished photo. Then wait for the right moment. If people are walking about the beach, wait for people in the background to be clear of, or at least not 'touching', your subject.

Have people looking into the picture rather than out of it. This is more pleasing on the eye, unless the person in your composition is intended to draw attention towards a landscape or something else in the frame, ie they are not the primary subject.

Make sure that you get people's eyes sharp. Focusing on the eyes is the most important area - it is where we first look. Try also asking the subject to tilt the head slightly.

If you can control aperture, use a large aperture on portraits to throw backgrounds out of focus. This makes the background less intrusive and helps the subject stand out more.

Shoot at eye level where you can, especially with children.

If you can talk to your subject, find out the things they like and don't like about themselves. For example, if the person doesn't like his short legs, then you might find a view angle which makes them appear longer. Even naturists like to show their best side!

General scenes are part of everyone's photo album. Think about what it is about the scene that you want to convey. Is it the vast space and emptiness (like Playa Sotavento in Fuerteventura) or the shoulder-to-shoulder crowds (Studland on a hot August Bank Holiday) ? A wider angled lens or zoom setting might set off the first better. A carefully positioned telephoto would compress the distance and the heat making the second look even more busy.

Use light and lines carefully in landscapes. Try shooting early or late in the day when the light is low. Find natural objects and lines to lead the eye naturally through the picture space.

Use objects like people and trees for balance and scale.