Strive to make your audience stop three times
Once for the sheer beauty of it. Immediate, overwhelming, fixating, and alluring.
Then for the discovery. A subtle itch urging the viewer to explore a mental path hitherto undetected. Appealing to the intellect, to playfulness. This path should leave questions unanswered.
Finally for the realization that neither the manipulation, nor the exploration, nor the play has tainted the immediate experience, but actually enhanced it.
Guy Hoffman 2006