What causes the candle to burn straight down and doesnt melt all the way to the sides of the jar?
Your wick may be too small, or you are not burning the candle long enough each time to reach the full potential of the wick. If only burning for a short time, your candle will create a memory and just burn a well each time. Also, make sure you are using a quality wax, with all the necessary additives, to make burning efficient. Use only coloring specified for candles, as using crayons will clog your wick and not give you a sufficient burn.