Helpful video reference. The video above is "How to paint walls like a pro" from Phil Beckwith, The Professional Painter & Decorator. It's a practical, UK-based walkthrough of the cutting-in and rolling technique described above, worth watching for the actual hand movement rather than just reading about it.
Cut in first, roll second
Cutting in means painting a 2 to 3 inch band around the edges, corners, and against skirting or trim with a brush before the roller ever touches the wall. Doing this first, while that edge paint is still wet, means the roller can blend into it rather than leaving a visible seam where a dried brush edge meets a rolled area.
A steady hand and a decent angled sash brush matter more here than speed. Rushing the cutting-in stage is the single most common reason a DIY paint job looks obviously hand-done from across the room.
Roll in a V or W pattern, then even it out
Load the roller and lay the paint on in a rough V or W shape across a roughly 3-foot square section, then go back over that same section without reloading to spread it evenly, working top to bottom. This avoids the streaky, uneven look that comes from just rolling straight up-and-down lines.
Keep a wet edge as you move across the wall, always rolling into the previous section while it's still wet rather than letting an edge dry and painting up to it later. That's what causes visible lap marks once the paint cures.
Two coats, properly dried
One coat rarely gives full, even coverage, especially over a colour change or a patched wall. Let the first coat dry fully (check the tin for the recoat time, usually a few hours for emulsion) before applying the second.
Painting a second coat too early, over paint that's still slightly tacky, is a common way to drag and lift the first coat rather than build on it cleanly.
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