1. Restraint and grace of style.

I think there's an interesting point here. Elegance is something much sought after in the world. Even scientific equations strive to be "elegant." As do wedding videos. And weddings. And all things related, in fact. Even the packaging for wedding videos seek elegance. And to that end, I see more script-based type and then I've see in a whole year doing graphic design (I've spent a good number of years as a graphic designer). The ubiquitous copperplate. I see it in title sequences and DVD covers. In business cards and promotional literature. And I keep wondering "Why?" And I know the answer. Because it's what people think of when they think "elegant." And I think there's a parallel to be drawn to wedding video here.

Now script type is all well and good for an invitation. It's the standard in the industry, though, I myself, would prefer to see typefaces of more contemporary "elegance." Zuzana Licko, for example, has some richly crafted typefaces that include some of the best there is out there today. But I cringe a little when I see it used in wedding video. I often wonder if it's just a reflection of a state of the industry. It frustrates me that there is a body of wonderful work crafted by some very dedicated and talented people, and that work is swallowed by a sea of mediocrity. And let's face it, the reputation for wedding video by brides isn't exactly the best. Do any contemporary movies look like the archetypical "wedding video?" For that matter, do any movies look like wedding videos? Where did these strange transitions come from? The page peel? Glowing embers floating over the picture? I cherish the day that it all goes away. And along with these is the script styled typeface that must wedding videographers select. It's outdated. Any person can take a walk in Saks and see that nearly no high end product uses such type. And when they are used, they are usually done thoughtfully, not because a designer simply though "Oh, that's elegant, so I should use it."

So this is the parallel that I draw. Elegance is a restraint of grace and style. Script typefaces are just the opposite in this day and age. They are a statement announcing grace and style. They exist to say "Look at how much style I have!" They are obvious and loud. In short, they're not really elegant anymore. And I see the same in editing. Instead of showing restraint, many videographers take elements classically perceived as "elegant," and heap it on. Is some slow motion nice? Then let's use more! 50%? Not enough. 70%? Getting there. How about 80% or more? Having an all slow motion piece can work just fine for a 4-minute highlight, but for an hour? That's not elegant. That's just dull. Or, perhaps, one pretty shot is nice. So wedding videographers begin to look for two, or three, or four and forget about the story and personalities in the exchange. So long as it looks elegant. And so it goes. What is good in limited quantities, becomes excessive and overblown in totality. What starts off as elegance becomes excess. I'm all for elegance. But true elegance lies in economy and efficiency. It's about showing only what needs to be there. It is something that we will understand, and yet we won't know why. It's hidden behind the scenes, because elegance is about thoughtful reduction, and how can we ever perceive reduction?