Here are some examples of how pulling the ribbon can make a difference in the behaviour of the ribbon when stitching. This is just some observations I've made while stitching that I wish I had known before...makes it a little easier to get the results I want. Click on the photos to see closer.
Pulling up, or in the direction of where the tip will be, as you bring the ribbon to the top for a ribbon stitch helps the stitch to be puffy instead of rolling up into it's self as it usually will if you pull it in the other direction.
For straight stitches pulling the ribbon in the direction it will go as you bring the ribbon to the top, and pulling back towards the bottom of the stitch as you bring the ribbon to the back will help the edges of the ribbon roll under making it look full instead of the edges rolling up.
See how pulling away rolles the edges upward intead of under?
I hope these little tips help! Practice makes perfect! Have fun! I used 7mm silk ribbon in the photos because I thought it might show up better.