All sorts, none 100% firm.
Perspective can be a big one, looking down at something gives a different feeling than it towering over you. Obviously lighting is important, consider the difference between something done in a shadowy noir style to something well lit, and if you've ever seen those art/photography guides on how to light a face you'll notice some make people look very sinister while some don't. Your palette will also imply a certain atmosphere, whether it's subdued and desaturated or vibrant, what colors you choose, etc.
What I say is go through movies you like. Any movie with good cinematography has taken conveying the movie / scene's tone or atmosphere into account in regards to composition, color, etc. Study films (and other art) with a similar mood as what you're going for.