First off, technique is very important. It's not about how much you lift, it's about how you lift it.
That being said, make sure you're lifting enough weight to make it worthwhile. On your last rep, you should approach failure (ie: on the last rep, it should take all your energy to maintain technique).
Do the full range of exercises. A lot of beginners only know about the flat bed bench press. The incline/decline are both important to build the whole pec. Don't forget butterflies too.
Eat properly, yadda yadda yadda.
I don't have any science to prove this, but this is from a guy who went from flat-like-airport to having some pecs.
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