Briefly: Use the same short description over and over again to describe something that is or will be significant.
This is a trick learned from Ludosofy‘s Runequest game. There was a shaman in his hut. Our characters knocked on the door, the shaman (eventually) opened it, checked who was intruding, turned and walked inside, leaving the door open. This happened whenever our characters met the shaman. The phrase Ludosofy used to describe the event were almost the same, or maybe even exactly the same.
The descriptive trick creates an expectation and catches attention. Attention is naturally powerful – this trick can be used to create a clear vision of some place or character. Acting contrary to expectations is an effective way of creating a sense of foreboding – the shaman greeting us and not going inside in silence would have had us assuming a ploy of some kind. Creating a pattern and breaking it could be used to evoke the elusive beast that is horror.
Using the same short description over and over again to describe something that is or will be significant also enhances the potential of it being turned into an inside joke or story. Such inside jokes are can strengthen one’s role as a member of a group or clique, which might or might not be desirable.
Do remember to keep the description short, and don’t do it with everything.