The saying goes that high reps are for definition and low reps for mass. This is true as a general rule but to have a more complete and full physique you should be doing both high and low reps at some point during your weekly workout regiment. You can have a "light" or "heavy" day or you can finish out an exercise with some high rep burns. You'll feel the muscles more and you'll also be attacking both the fast and slow twitch fibers for a more complete workout.
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