The picture should be bright, but contain plenty of detail and warm color tones. Check for overexposure. If pictures are overexposed, you may still see shadow details, but the highlights are bleached out. Check for underexposure.
Underexposed pictures are dark, causing lots of deep shadows.
Light skin tones will darken and have an orange cast. This time it is the shadows that are lacking in detail. Check to see if the surroundings has been used in the photos. Good lighting, and a variety of different backgrounds and settings should have been used. See whether the horizontals and verticals are aligned.