PLACEMENT CONTROLS DIRECTION

Where makeup is placed can matter more than what colour is used.

Eyeshadow pulled horizontally outward creates width.

Shadow lifted toward the temple creates elevation.

Darkness concentrated around the lash line creates density.

Colour extending beyond the conventional eye shape creates exaggeration.

Blush concentrated centrally creates a different facial architecture from blush travelling toward the temple.

This can be reduced to:

PLACEMENT → DIRECTION → PERCEPTION

Before applying a product, imagine the direction of the stroke.

Ask:

Where does the eye travel when it sees this line?

This is especially important in editorial makeup, where makeup can become part of the composition rather than simply decoration.