Example apparatus and methods concern controlling a variable flash to improve image detection. One example apparatus includes a digital camera and a variable flash configured to be controllable to operate at different selected illumination levels. The apparatus may be configured to identify a current imaging condition associated with the digital camera and to then determine a lux setting for the variable flash as a function of the current imaging condition. The flash may then be controlled as a function of the lux setting for subsequent image acquisition. The acquisition, analysis, and flash control may be exercised until a desired illumination is achieved. In one embodiment, determining the current imaging condition may include analyzing a frame acquired from the digital camera for attributes including image brightness, and edge detectability. In one embodiment, input from a light sensor may also be considered.