Short Lighting
A portrait approach in which the side of the face turned away from the camera is the lit side.
In depth
With the near side of the face in shadow, the visible lit area is smaller and the face reads as narrower and more sculpted. It is the more widely flattering choice, and it produces the sense of depth that most portrait patterns are aiming for. Rembrandt and loop lighting are usually set up short.
Examples in practice
Turning the subject's face toward the key so the camera sees mostly their shadowed cheek slims a round face noticeably.