>>11098570They need to go for more exaggerated expressions, and make the eyes and style look like the proper era of the manga/anime. More often than not, there's very little personality or character to the figures, since the vast majority just come with: Neutral face, Frowning face, angry face with teeth gritted, angry face with mouth open.
Its rare that they deviate from this. Even sometimes exaggerating those expressions can make a lot of difference, like I really liked this face from that EE Goku, but none of the other faces look that great to me.