Here's a great blog post on how to effectively use light and dark values in drawings to communicate mood, feeling and information. While the post is talking about drawing, the same concepts can be applied to 3d modeling.
http://sevencamels.blogspot.com/2010/09/quick-primer-on-values.html
Establishing where your light and dark tones are on paper before you start modeling/lighting in 3d can really help you quickly discover ways to create mood and feeling, and is another great reason to quickly sketch your ideas on paper before creating them in 3d.
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