Actually, I use a lot of obscure mythology. Old stories from various cultures that most people dont know about. I take an idea out of those stories then kind of run with it. Most of my zones have a lot of magickal references that most people wont get unless they know an awful lot about various pagan religions. So far only one person has actually caught them in thezones I've built.
Other than that, I actually think of the area that the zone is going into. If that area already has a theme, I build upon that, adding more detail and perhaps a sub-theme within it. Over all, i try very hard to stick with the theme of the MUD and try not to stray too far from what the other zones are like.
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