The main ingredient is parameter "light directionality" but for spotlights you can simply use IES that have strong directionality already embedded in their profile.
That will ensure light will not diffuse too much before it hits the targed. In interior, that will create dramatic effect of strongly lit surface from above, and dark from sides.
Of course, the overall balance, and multitude of photographic tricks also play a role, but, directionality is important start.