Core elements such as story, theme, and philosophical message determine the mood of the target scene. On a more subliminal, but no less important level, lighting and composition are main contributors that define this mood visually. Characters can look totally different under different a lighting scheme, lens, or scene composition.
Important shots need to be designed with those elements in mind, especially in cut scenes or establishing/reaction shots. Ultimately we are aiming for that perfect shot, and character development ideally starts with the scene test bed with the lighting and camera prepared.
via gamasutra.com