You should use a bronzer to look healthier and sun-kissed, not 'bronze'. For a believable tan you shouldn't pick a color that is more than one shade darker than your natural skin color. But the key to getting that perfect faux glow is not just having a great bronzer; it's knowing how to apply it as well.
When applying bronzer, use a big, fluffy brush and tap off any excess product. Apply bronzer to the areas of the face the sun would naturally hit. Using very light strokes, first apply the bronzer to the top of the forehead, the cheekbones, and down along your jawline. Done correctly, your bronzer application will be in a "3" shape on either side of your face.