Video
Good editing focuses attention on the ideas that matter most. It shapes each video, so information flows clearly and bolsters the intended objectives.
Aspect Ratio and Framing
The relationship between a video’s width and height affects how much information is captured in the frame and how that information is perceived. We use a standard 16:9 frame for horizontal videos and 9:16 for vertical videos. We take care with our framing so that the message remains authentic, not inappropriately cropped. Always select the appropriate aspect ratio for the correct video platform (i.e. webpage, Instagram Reels, LinkedIn, etc.) when editing and outputting video content.
Do identify distribution channels and their aspect ratio requirements before filming.
Do frame subjects with enough headroom and space to allow for cropping into different formats.
Don't frame subjects too tightly, as this can result in awkward cropping or visual loss.
Don't stretch or distort footage to fit an aspect ratio—this reduces quality and professionalism.
Pacing and Rhythm
Pacing is thoughtfully tailored to the platform, objective, and intended audience, but in all cases, easy to follow. A consistent rhythm over an erratic pace reinforces our belief in cutting through noise.
Editorial content prioritizes steady pacing and depth to give viewers time to process potentially complex financial insights. Product, marketing, and branded content may use a more dynamic pace to capture attention, while still being seamless.
Cuts and Transitions
A simple cut from one shot to the next helps support clear and honest storytelling. We do not use canned transitions between shots and avoid dissolve transitions whenever possible. Animation transitions should be designed and animated in-house or reviewed by Morningstar designers.
Do use simple cuts to transition between shots, as they are clear and non-distracting.
Do ensure cuts align with the rhythm and pacing of the video, enhancing the flow of the narrative.
Don’t use canned transitions (e.g., wipes, spins, or flashy effects), as they can feel generic or unprofessional.
Don’t rely on dissolve transitions unless there is a specific storytelling need (e.g., indicating a passage of time or change in setting).
Color Correction/Grading
Colors are rich but natural. We want to see and elevate a full range of colors and tones, in the post process. Post-production color grading is used to enhance the images, to avoid unwelcome and distracting extremes from mixed-color lighting, and to emphasize the purpose of each image.
Don't oversaturate colors or apply overly stylized looks that distract from the message or feel unnatural.
Don’t shift colors in a way that misrepresents the subject or content (e.g., skin complexion, altering brand colors, or making data visuals harder to read).
