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Wireless intensity-modulated optical channels feature some very specific differences compared to wireless radio channels. These properties have a strong impact on the performance of digital modulation techniques. This paper discusses basics to consider when designing optical intensity modulation schemes. We introduce an error event probability expression for such modulation schemes that is generally applicable for all nonnegative waveforms. We indicate the importance of amplitude fluctuations and the influence of pulse shaping on the power efficiency in the optical domain. In numerical examples, we apply the error event probability expression to modifications of orthogonal frequency-division multiplexing and to Hadamard coded modulation.