One code and convention of a horror trailer is that it uses jump cuts too transition between shots this makes the trailer edgy and to make people jump if something scary comes up.
Secondly they are more successful if they do not give anything away about what the demon/monster is. This makes the person want to watch the full feature as they want to find out more. This also makes it look scarier as it makes the audience feel edgy of what the monster is.
Low key lighting and faded camera shots as this makes the trailer look dark and mysterious which creates a spooky atmosphere. I would also expect the trailer to show the darker parts of the film such as at night or when the character enters a dark place.
The setting of the trailer also has to be in a creepy or perfect place that may be prone to paranormal activity. I would expect the setting to be very creepy and have a weary feeling about the place to set the scene.
Another convention is for the trailer to feature some sort of scary or irritating music that gets effects you and makes you feel on edge and that something is going to happen.
In terms of mise en scene I would say that there would be some sort of object or place in which the demon/monster came from and this would play a a major roll in the film/trailer and be in many scenes. For instance in the trailer of the film the possession an old black box is used and this is a key feature in the entire trailer, however it does not give anything away about what the actual demon/monster is.
The text used throughout the film is also presented in a spooky fashion. For instance it may be presented as a blood splatter or been carved into a wall etc by finger nails.
Here is an example of a horror trailer insidious:
Here is an example of a horror trailer insidious:
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