What effect are you going for?

Maybe because of science communications in general, and exhibits I have been working on, clarity seems to be the gold standard. But I saw a talk by a cover designer who was talking about cover design, but it seems to apply to other art forms like writing. Instead of clarity, you might instead be going for mystery, where you don’t quite know what’s going on and that is tantalizing and draws you in. If things are too mysterious or incomprehensible than a reader might just lose interest, and with the ever shrinking attention spans this seems to be a concern.