So I've heard that the rule of thumb is to go with the lores that strengthen the biggest chinks in your builds.
I know for High Elves, one of the biggest combos with magic is a lvl 4 with Life, and a level 2 with Shadow. But at low point games people swear by fire, fire is very strong and offensive, where something like life is a huge defensive based lore. Each gives you the ability that you would rather not have, like ranged attacks with fire, or more staying power through attrition.
All lores are balanced (for the most part) and have their pros and cons (being relatively cheap or expensive to cast). I'm just curious what some of your thoughts are with the winds of magic and what do you look at when going for them in your lists? (unless you're a dwarf player)
And of course, we can't forget the all important question! "What's your favorite lore?!"