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I tried various settings and decided that it must be largely subjective.
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Not exactly... over/under exposing, playing with hues/levels/depth of field/etc post-shoot in Photoshop is as much of an art as taking the original photo. Every aspect of manipulation should serve a purpose, but if you're the only one who's going to view the image then you can simply make adjustments subjectively.
Some web searching or a good book or two can provide you with more info if you're interested...