If you want a softer look, all colors with a warm shade or undertone, in yellow or orange, will look lighter than you think in will in a black and white picture. So apply it with a bit heavier hand, and it will come out just about right in the end.
As far as application, focus and play up the lips and the eyeliner. Keep a light hand on the blush, and the 5 colors of eyeshadow. It really won’t show. Focus on the bone structure or highlights and shadows of the face and play it up. The crease of the eye, and contour of the cheekbone, the jawbone. This technique really plays up the face and makes the bone structure look more balanced.