Is it Just the Power of Words or their Composition?

You can't deny that Jonathan Reed's "The Lost Generation" is a unique video on perspective. Reed submitted this entry for a contest sponsored by AARP (American Association of Retired Persons). Initially, its message is bleak, but eventually the mood changes into one of optimism. Is it just the words of this video that make its message so moving? Or does the visual design makes it distinctive?

As I become more familiar with the study of design, I have found several elements that work well in this video. There is a clever use of space and eye movement where the eye is drawn to the words. As the video plays, the words appear from the bottom and scroll upward and the viewer's eyes move downward. As the words scroll, a female narrator reads the text aloud. The black background offers a mood of despair, which is enhanced by the use of the white text. This color contrast reinforces the meaning optimism vs. pessimism. In the middle of the video, the words change direction (as does the perspective and mood) and your eyes are lead upward. The moving text is consistent throughout in a recurring pattern. This indicates an interesting use of repetition. Incomplete closure can be seen as the form at the end of some sentences is interrupted but made understandable by the narrator. The heading is a little larger and positioned apart from the other text. This establishes it's significance or hierarchy. As does the larger red font of AARP in the final scene.

The typography works well in this video. It is simple and understated but used in conjunction with these design elements is effective.

There are two different audio portions in the video, narration and music. The narrator reads the text using a more somber tone in the first half of the video. As the words reverse, so does her tone. The music contributes to the change of direction and reinforces the change in viewpoint.

Watch the video and please post your comments as they relate to visual design.