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When I paint, the only thing that really matters is the end result, and the impressions, feelings and stories that evokes. In my book, all the technical brilliance and exceptional precision is of little value if the model doesn't 'say' anything, and conversely, a model can be 'messy' or not really show off any great technical skill, but still be particularly impressive just on the merits of the end result.
Obviously, there's a lot of overlap and the technical and artistic sides do feed into each other. But to me, the difference comes in the 'why'. If you're using NMM to prove you can do NMM, then that's a lot less impressive to me than if you're using it to tell me something about the model and its place in a wider setting and narrative. Maybe the NMM is particularly dull and lacks contrast to show me that the model, or rather, the character, is unable or unwilling to clean their armour. Alternatively, if it's very high-contrast piece NMM, that says the character is someone who should be seen as resplendent and noticeable.
You can say the same for OSL; a strong but small area of OSL shows me the model is meant to represent someone in a dark area, emphasising a single point of light (think a thief working by candlelight). On the other hand, bright, widespread OSL tells me the model is a focal point of a larger imagined scene (think Gandalf, with his robes reflecting the Balrog's flames). Context beats application in my book any day.
John Blanche's work is probably one of the pinnacles of this; often, the techniques and methods he uses don't appear all that involved or technical, but because he's such a master of colour usage, knowing exactly when and where to use the flashier techniques and getting the composition of his paintjobs just right, his work is always inspirational.
I can always admire a well-painted piece, and for gaming purposes that's all you need, but the work that really inspires me, and that I strive to emulate, is the stuff that understands the artistic whys and whens of painting as much as the technical whats and hows.
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