I generally not a big bluffer. Though I do my fair share of them. When I get river and hit nothing but air and I'm in late position multi player or HU early/late and I get the sense that the other player(s) wants to check I will make a sizeable bet to encourage the bluff.
I like to look at my opponent's
hands to see they are reaching for chips or making checking motion prematurely. That's a tell for me.
I tend to do this subconscious too so I try to keep my hands under the table once I am in the hand and it goes beyond the flop.
Preflop I try to fake others out by pretending I want to fold my cards with my hand motion I generally do not like to reach for chips to give off any
tells