"Face" cakes are a lot of fun to do but they're challenging and it's always much much easier to sculpt cakes that don't have to resemble someone or something specifically (animals are a great simple way to practice carving). If you're trying to achieve realism even the slightest mistake can make the face look distorted and even a few milimeters difference in the proportion of the eyes or nose, etc, can make a huge difference in the end result.
To simplify the process here's a method that I like to use: draw out your facial image first on paper and make a grid (I usually measure out in inches) and then make a similar grid on your cake using buttercream dots (so you can easily wipe them off later). For example, if my head if 10" X 6" I'll make a 10x6 grid on my page and on the cake and mark off where my nose falls, where the cheeks bugle out, where my lips should be placed, etc and then you have more mathematical precision for placing the cake features. I like to make my smaller features out of fondant rather than carving them right into the cake since you have more control over the little details.
I think cake decorating is almost like plastic surgery sometimes where you need to nip and tuck your fondant strategically to camoflage your work and hide all the imperfections ;-)
To add shading and highlights to your face you can you use a variety of means such as edible paint, sprays, airbrushing, etc. Whatever effect you're looking to achieve is going to dictate what you use. For example, I always paint on lips but I like to spray cheeks to get a softer more blended look. My best suggestion is to practice, practice, practice and find out what works best for you! :-)
Here's some "Before and After" production photos of the Avatar cake I made right before Christmas...
#1. Bald head with face sculpted and detailed.
#2. I used coloured fondant to add the eyes and features.
#3. Hair & small details have been added, and the facial features have been refined a bit more.
#4. Painting & spraying has been started, lips have been coloured with pink lustre, I've drawn on some black "eyeliner", etc...
#5. Finished cake! All the hair has been added, finishing touches & details are done.
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