Character development also plays a big role. Characters may start off normal but then gradually show signs of mental instability or have hidden, disturbing aspects to their personalities. In 'The House in Fata Morgana', the characters' past traumas are slowly revealed, which adds to the horror. The player gets to know these characters and then is shocked by their true natures.
Through atmosphere. They often use dark and muted color palettes, along with eerie music and sound effects. For example, in 'Doki Doki Literature Club', the music changes to a more disturbing tone as the story gets darker.
They often use disturbing imagery. For example, in 'Corpse Party', the grotesque scenes of dead bodies and the dilapidated school environment immediately give a feeling of dread.
Through its stories. They often involve disturbing themes like mental illness, trauma, or the unknown. For example, in 'Doki Doki Literature Club', the characters' deteriorating mental states create a very uneasy feeling.
Through setting. A common trope is the use of isolated locations like old mansions or haunted forests. For example, in many horror visual novels, the moment the characters enter an old, decrepit building, it immediately sets a spooky mood.
By playing with the reader's mind. For example, using unreliable narrators. If the person telling the story seems untrustworthy, it makes the reader constantly question what's real and what's not. This creates unease.
They often use disturbing visuals. For example, grotesque character designs or spooky environments like haunted houses. Also, the storylines play a big role. Sudden plot twists, like a character turning out to be a monster, can be really scary. And the use of sound effects, like creaking doors or eerie music, adds to the horror.
Lottery horror novels often create horror by subverting expectations. You expect winning the lottery to be a good thing, but in these novels, it's the opposite. For example, the 'prize' could be something dreadful like a slow and painful death or being hunted.
One of the best is 'Doki Doki Literature Club'. It starts off seeming like a normal dating sim but takes a very dark and psychological turn. The characters' deteriorating mental states and the disturbing events that unfold make it a prime example in this genre.
Pulp creature horror novels often create horror through the description of the grotesque appearance of the creatures. For example, in 'The Call of Cthulhu', the description of Cthulhu with its tentacles and unearthly form makes the reader feel a sense of dread. Also, the unknown nature of these creatures adds to the horror. We don't fully understand their motives or capabilities.
Satanic horror novels often create horror through the use of the unknown. They introduce satanic elements that are beyond human understanding, like dark rituals and unholy powers. For example, in 'Rosemary's Baby', the mystery around the satanic cult and what they plan for the baby is terrifying.