Don't let your shading just follow the curve of your arm as you move it across the page. Use direction to describe your object. Follow the form, or create an edge using contrasting direction in two planes. A casual-looking but carefully executed effect of shading everything in one direction can also look effective. Direction direct the viewer's eye or create energy. Even randomness is often carefully considered, in order to look 'artfully dishevilled' rather than 'scruffy'. Where are your marks going?
The Art is in the Mark:
The marks you make on the paper are like the notes played by a musician. No matter how good the written music, if the 'notes' are carelessly played, the result will be ugly. Likewise, by thinking about the kind of mark on your paper, you can make your idea as beautiful or dramatic as you choose. Is it a lyrical, gentle, flowing idea? Let your pencil strokes reflect that feeling. Often the subject (a spiky dried flower, or a curving vase) or model (a wrinkly older person, or a smooth-faced child) will imply a certain kind of handling. Take a critical look at all the little marks you make, as well as your overall composition. Those marks are your notes. Make them sing.
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