Aesthetic conventions are what we see in the film. One effective use in horror is the mask. Masks are effective as they cover the face, and the audience don't know who is underneath. It could also cover someone's power over protagonists.
Children in horror films are very popular as they can scare others and could make parents worried by watching these horror films. Children are seen to be vulnerable and happy in the media, and horrors twist this idea by making children all the things they shouldn't be: in charge, powerful or scary.
The majority of horror films are set in isolated locations, such as the woods, a new house in the middle of nowhere, a tent, shed, attic etc. This is to scare the audience even more, as they can't get any help if they are in an un-known area and makes the film scarier.
Weapons are great in horror films as they make the audience feel squimish and sorry for the victim. It makes the audience process what is going on in their head and they can imagine what it is like in real life/if it happened to them. Weapons in horror cause shock, panic, nervousness and a dangerous un-naturalistic atmosphere.
Horror films like to make normal situations horrible to scare the audience, eg. dolls and toys. It is very normal for children to play with toys, and if films make that seem like a dangerous thing, it can scare children, parents and families. Another one is exaggerating illness or moving into a new house which is completely normal.
Some good film examples are "While the Children Sleep" which is about a horrible babysitter and "Chucky" about a horrible doll.
Here is a clip from the film "The Orphan" . This was intended to scare mothers to be:
https://www.youtube.com/watch?v=BCOMZ2YFJzQ
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