One way to deny any information about your hand is to check before you see the next card.
Usually, players bet when a card improves their hand and check when it doesn't. In most cases that makes sense since you want to invest more when it suits you and lose less when it doesn't. But acting on the card either way gives away more information than not acting on the card.
Therefore, when you have to go first and you don't want to give free information then checking in the dark will accomplish that for you. Maybe that flush card made your hand. Maybe you made the straight. But for your opponents it's harder to guess that when you give them no information first to act.
I talk about information in my upcoming poker book, due out this summer.