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Proximity effect is when a directional microphone's frequency response changes based on how near or how far the sound source is from the transducer. It occurs due to the design of the housing within the microphone and the additional air pressure that occurs when sound is reflected from the back of the housing back towards the diaphragm adding more lows or low/mids to the overall signal.

In addition to the proximity effect, as the sound source moves closer or further away, the inverse square law applies to all frequencies.

This has the most effect on sound sources that have alot of low or low/mid frequencies in them. In other words it will be more noticeable on a male vocal as opposed to a female vocal.

It translates artistically essentially as more bass or power in the vocal fundamental frequency. The proximity effect is what makes Barry White sound like Barry White.