Depends on the style you are wanting to achieve. A great source to visit is our Profoto Live with Profoto Expert, Chris Fain: Square vs Octa. With the square, you will get a little more defined edges vs. a more spread evenly spread of light with the round. Round soft boxes like Octa box will mimick natural light, it mimics a lot of the natural shapes of light in nature - like the sun. Also, the catchlight within the eye will be round and tends to be a bit more flattering within the shot. Square soft boxes are great for mimicking window light or a door light - you have defined edges and also a beautiful fill light.
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