Canon Speedlite 430EX III-RT - Manual (Page 28)

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By pointing the flash head toward a ceiling or wall, the flash light will
bounce off the surface before illuminating the subject, making it
possible to soften the shadows of the subject for a more natural-looking
shot. This shooting method is called “Bounce shooting”.
Set the Bounce Direction
You can turn the flash head while pressing the < z > button as
shown. When you turn the flash head, the display changes to < m >.
When the flash head is turned while the flash coverage is set to < L >
(automatic), the flash coverage is set at 50 mm and <--> is displayed.
You can also set the flash coverage manually (p.32).
m Bounce
150°
If the ceiling or wall is too far away, shooting with the appropriate
exposure may not be possible since the bounced flash may be too weak.
If the picture appears dark, use a larger aperture opening (smaller f/
number) and try again. You can also increase the ISO speed when using
a digital camera.
The ceiling or wall should be plain white for high reflectance. If the
bounce surface is not white, shooting with the appropriate exposure may
not be possible, since a color cast may result in the picture or the
bounced flash may be too weak.
When Quick flash is fired in bounce shooting, underexposure may occur
since the flash output decreases.