There are some rules that make it easier for us to choose a frame.
Match the frame with the photo
It is believed that photo frames should primarily be suitable for work, not interior design. But if there are a lot of photos, choosing a frame for each one is not easy. Professionals recommend dividing your photo collection into blocks by color and selecting frames separately for each group. Don't forget the style of the room. The dissonance between the interior and the frames can have an interesting effect, but it is safer to choose frames in the same style. So, for a high-tech interior, aluminum frames are suitable.
With disposition
The frame and passe-partout must match the photo not only in style but also in emotional state. Cool tones are more suitable for calm subjects, warm tones are more suitable for dynamic positive photos. Pay attention to the texture of the frame material. So, the autumn forest "comes to life" in a wood-textured frame, especially if you choose a leaf-colored passe-partout. For black and white photos, monochrome frames are most often chosen. Remember that dark frames visually reduce the image.
Complex context
If the choice is between a solid wood frame without decoration and the usual thin black one, the designer will most likely prefer the first option. Even the gilded carved frames that are usually used for painting will match some photos - however, in this case, you need to proceed with reasonable care.