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I enjoy the idea of a seemingly normal person being the one who is just so... evil, sadistic, disturbed, that they would actually perform such horrid actions. I do enjoy them with masks as well. I feel as though a mask can add to the previously mentioned but also work on its own. If done correctly, they can work together to create a powerful scare.
I also find dolls to be rather terrifying; clowns as well. Another "tool" that I find to be rather remarkable is the generally "fucked up". A mass of scars, blood, injuries, etc; someone who looks as though they just got done being tortured. Whether they are the undead, a ghost of their appearance just before death, or a still-living being, I feel as though it's effective.
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