Fear itself, effectively. I was scared of the unknown behind things that friends, relatives, or my parents (them being in a separate category than relatives as the main gatekeepers of my experiences, being an only child) labeled as "scary.". So anything that people around me labeled as "scary" had a lurking dread for me, and so the covers of books or the boxes for movies became a symbol of fear. They got it into my head that Home Alone was scary, for instance, and to this day I see the symbol of the house with the lone lit window to be far more ominous than what's basically a live-action Looney Tune. Or the picture of Pennywise's hand reaching out of the storm drain, or any number of Ghostbumps book covers.
Ghostface had a particular terror for me for whatever reason, possibly just through sheer repetition as he became so overplayed right around when I was in the tween years and just starting to develop my own, unfiltered experiences.
Eyes in the dark have always had a certain terror for me, which is amusing because I love cats but will still get the willies from an eye-ful of those gimlet peepers glaring out of a dark room. To me, some of the most enduring shots in horror come from things like this scene in Amityville Horror:
Got one of those full-body chills just seeing that clip now. "Jody" in that film is used to tremendous effect.