It all starts with value.

The remarkable thing in this life is that everything that we enjoy or find pleasurable is because we view it against its opposite. Sweet is sweet because we know what bitter, sour or bland is. We know comfort because we have been uncomfortable. Art works the same way. It's all the contrasts that we see. The most important contrast and the one at the foundation of that is the contrast of value.

Darks and lights explain the world around us. And when used correctly they grab our viewer attention and make them stop and look. The easiest most effective way to do this is to place your darkest dark next to your lightest light. Your viewer’s eye will be immediately drawn to that bit of contrast. You will be in essence telling your viewer what the subject of the image is.

In this image, the viewer's eye is drawn to the starling’s face. The expression on it’s face tells the story….grumpy little bird.

It's all about controlling the values in your image. The better you do this the more effective you communicate to your viewer.