Most of what you mention is concerned with the adjustments to the individual monitor itelf rather than the general appearance of a windows screen. That as you know is a right click on the blank part of the desktop and fiddle with Properties.
Withe the setting up buttons on the Monitor you can usually adjust most things in turn to produce nice undistorted screen with the right levels of contrast and brightness.
Try them one at a time. As a rule of thumb, start with the indicator in the middle and move it either way to make a change. there are several nice little programs to help on this and free to download.
In the end it is subjective. If you like it like that, then that is the setting for you!
Be aware that brilliance and contrast are somewhat interlinked Changing one may alter the other, With a new monitor it should not be necesary to make wide variations from the mid-range position. Have fun, its yours to play with and you wont wreck anything trying.