Creating a Contrast

So I was doing research for a client at work the other day and I stumbled across this article about the creator of Oreos. Now this is a marketing blog, but one part struck me as being extremely pertinent for writing:

"Dynamic novelty is all about creating a contrast between two opposing forces. The opposition creates harmony and by having both, you can stand out."

They're talking about the taste of Oreos in the article, but I am going to apply it to stories. The contrast can be simple: the antagonist vs. protagonist, good vs. evil. Or it can be within a character, like conflicting ideals or the realization that all is not as it seems for a character. No matter what, the conflict has to be there. By going deeper with the opposition (i.e. taking the conflict internally or having multiple opposing forces) you can create an engaging, life-like story line that draws the reader in and makes your story stand out from the masses.

How about you? How do you create dynamic novelty in your story line?