Getting things in a logical order
You put your socks on before your shoes for a reason. It’s important to get things in the right order, otherwise things get in a mess. In communication you must always start with what you want to say, then work out how you want to say it.
Good imaginative ideas spring from the message it’s self. If you impose an idea however brilliant it is, onto a message you will end up distorting it. If you wear a sombrero to a funeral, no one will be interested in the colours or the weave, they will be questioning it’s appropriateness.
In the same way the visual style and techniques must be appropriate and support your message. One technique is amazingly appropriate for one video will not appropriate for another, that’s why our videos don’t all look the same.