The video had bold titles, complex animations, and loud music. All demoing a great new product. Technically it was a very complex video, far better than I could do. I only wish the people who made it had taste.

I see it all the time with designers who know how to use Photoshop and Illustrator, but fail to understand what makes a design great. Video editors who can create any complex transition you want, but don’t know how to make a video feel timeless.

If you watch the newer Star Wars movies pay attention to the transitions near the end. When they are switching between each of the battle scenes they use Powerpoint style transitions. Dissolve, blinds, swipe. It’s an amateur effect in a movie that is otherwise very technically difficult and visually impressive. The skill is there, but taste is lacking.

The contrast between local and national television commercials is a perfect example. The local commercials are loud, poorly written, and are more in-your-face. Painful at times in their lack of quality. Blaring messages about sales, quickly spoken copy, and flashing graphics are not going to make anyone look fondly on your brand.

Most of having good taste is knowing what to leave out. Slow down. Remove content. Rewrite your script. Never use phrases like “4 easy steps.”  Focus on the details. Keep it simple.

Don’t just learn the technical aspects of your craft. Focus on creating well-formed art.