Humans are weirdly attracted to the unknown. On some level it scares us, but it’s also intriguing—an irresistible combination for our curious species. Dusk, darkness, fog, mist and shade allow a hidden destination to appear in front of us; the hair may stand up on the back of our neck but our attention is engaged. In our shared prehistory, dangerous things lurked unseen in the darkness requiring heightened awareness, whether it was enemies, predators or the landscape itself. Create mystery in your campaigns by using the same tricks photographers use: a unique blend of subject matter, with light and shade to convey mood.