When applying eyeshadow, start by using the lightest shade on the inner corner of the eye. The darkest shades will be kept in the outer corner. For a homogeneous result, finish the application by smoothing and blending the colors.
For cream eye shadow, application will depend on your desired result:
For a graphic "eyeliner effect": draw a line close to the lashes with the tip of the applicator.
For a high-impact look: apply the color in wide strokes using the flat, broad side of the applicator.
For a more subtle result: blend with a brush and powder eyeshadow.