Nikon have clearly engaged a new marketing strategist for their latest (impending) release. As the third in the series of teaser films goes public the internet (well, that part of it that has nothing better to do than speculate about things that haven’t happened yet) is awash with rumour, claim and counterclaim about what the new offering will or will not do.
Everyone is claiming as fact that it will be called the Nikon DF, and it is being said that this stands for “digital fusion” (so, not a reference to Nikon’s single greatest achievement, the F mount then?). But the most interesting chatter revolves around the fact that it will, apparently, be a retro-styled camera. The reason this is interesting is because so much weight is being placed on its importance, but I have yet to hear a reasonable explanation as to why this matters.
I am all for cameras which make it easier to concentrate on the moment and not get bogged down in buttons and menus, so if the proposed retro-styling will deliver that, then good. But in my experience there is more than a grain of truth to the adage that form should follow function, and style for it’s own sake is pointless and expensive in what is for me a working tool. Perhaps the most persuasive argument against making cameras pretty can be taken from my early experience with the Fuji X100 – a lovely little camera that was also given retro styling. In my experience that styling became a hindrance because I want to be invisible with my camera, but in the case of the X100 I have often had to fend off potential subjects who were attracted to me not because of what I was doing, but because of how pretty the camera was.
I just hope this does not apply to the DF or whatever it ends up being called.