Avoid cliches at all cost! No serial killers in silly outfits, no scary empty houses, etc. In other words, nothing that can relate to the typical teen horror movie. Try new settings, new outfits and new designs. This way, the player won't be able to say "oh, it's so obvious, he's in that closet". The player must not be ready for the scare. Example: Take Mulholland Drive's bum scene. It's daylight, the guy is obviouly a daydreaming lunatic. And *baaam*, it's there.
And, as the others said, atmosphere. The player must constantly be on the edge a mental breakdown. Example: This is not a horror movie, but the atmosphere at one moment was just right. "2001: A Space Odyssey", the scene when the austronauts are out in space. There is no sound but that of the astronauts' (who are slowly drifting in space) breath.
And, as the others said, atmosphere. The player must constantly be on the edge a mental breakdown. Example: This is not a horror movie, but the atmosphere at one moment was just right. "2001: A Space Odyssey", the scene when the austronauts are out in space. There is no sound but that of the astronauts' (who are slowly drifting in space) breath.