Health


 There seems a mad rush to use blue light in your Fridge.

FrigdeSmallPic

A new stainless steel fridge might look nice in your kitchen, but open the door.

What do you see? Is this what food looks like on your kitchen counter or table?

Is this what the food looked like when you bought it?

Light, and the colour of light, affects how we see the environment around us.

Do you want to see food that looks artificially cold, or do you want to see food in the correct light?

The purpose of fridge lighting is to communicate information; we need to see food, and its colour, to decide if it is healthy to eat.

Does a steak look blue, grey, or red fresh and ready to cook & eat? The colour of food helps tell us if is healthy to eat. Is opening your fridge a pleasurable experience?

Can you see everything? Does the food look good? What can you see?

LEDs can provide excellent optical control of light beams in low profile housings. Fridge interior area lighting may be improved with multiple low profile LED lights vs. past methods that used a single fridge lamp.

LED lighting does not have to have poor colour rendition. It is possible to have correct and accurate colour LED lighting in fridges.

Does the food in your supermarket refrigerator case look correct? Much supermarket food is now being lit with linear strip LED lighting. Custom LED lamp phosphor blends can offer accurate colour lighting.

What do you see inside these fridges? Does this look like food you want to eat?

Could fridge interior blue light imply a false sense of food temperature & appearance?

Will blue colour light make you think food is cold, when the fridge is off?

Does fridge lighting make food look like un-ripened fruit that should be left to ripen, but due to colour appearance might be left to rot?

Accurate light colour rendition seems a common sense consumer protection safety issue.

Should a 2000 dollar fridge come with a 2 dollar light?

Fridge interior visual design experience is important, as is accurate and well placed glare free lighting. Fridge manufacturers need to invest in more in how and what consumers see, to meet expectations, and ensure food safety.

There are standards for lighting colour quality.

Do consumers need protection from poor quality lighting colour? Yes they do.

A global view of the food we eat  look & listen to NPR’s review of the book,  ‘Hungry Planet: What The World Eats’   Photographer Peter Menzel and writer Faith D’Aluisio visited 30 different families around the world noting the food they eat

Conversations on film making often seem to start with hardware.

Film making is not about hardware, there are no magic bullets, it is all about the story.

What do you want to say, and how do you want to say it?

For film the next question is what do you want to see & how do you want to see it?

Robert Primes at [3 min] discusses how words are poor descriptors of visual information.

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The time investment to craft a well told story or marketing program is not well understood. In a 4 month re-write of product catalogues & manuals, the product never changed, but 18 months later, sales doubled because the story changed.

Consider a Play.
Well written Scripts take time, and Actors must rehearse. When the Director is satisfied, the first curtain goes up.

We end up back to the idea that it all starts with the story.
What do you want to say, and how do you say it?
What will viewers see, and how will they see it?

With limited viewer attention time you must have effective efficient delivery of stories and video can deliver. Jack Welch is quoted as saying, “You can’t manage what you do not measure.” It is easy to measure video viewers. However now there may be new tools to measure the effectiveness of the well told story.

Dr. Paul Zak used an emotional film to measure how our brains respond to effective storytelling.  As part of this research brain neural activity was measured of viewers. He discovered even a simple narrative, if it follows elements of the dramatic arc of exposition, rising action, climax, falling action, and dénouement, described by playwright Gustav Freytag, can evoke powerful empathic responses associated with neurochemicals cortisol and oxytocin.

Brain responses to storytelling can translate into actions. In Dr. Zak’s research his subjects increased donations to charity and gifts to others in the research group.  He found stories that did not follow the dramatic arc, no matter how happy or pleasant they may be, produced little if any chemical or emotional response, and lacked a similar response to action. His research contains clues on measuring the well-made story.

This was the test story.

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What makes a well-made story for you?

Try these links:

http://futureofstorytelling.org/

Paul Zak: Trust, morality — and oxytocin

http://www.moralmolecule.com/

For discussions on script writing listen to the Script Notes podcast: http://johnaugust.com/podcast

The Digital Convergence Podcast Episode 94: The Producer Show included these topics

Why is story telling important to business?
What is your goal in story telling?
How do you develop an effective story?
What is the structure of a good story?
How do you know if a story is too long, short, or just right?

To listen to the podcast click here: Episode 94: The Producer Show If you have not seen, the funniest movie on producing is The Producers by Mel Brooks with Zero Mostel & Gene Widler. The Producers – 1968 (Trailer)

Jonathan Gottschall in his book The Story Telling Animal  suggests humans are “wired” for storytelling and offers a theory that we use storytelling to help navigate complex social problems in life.

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Nancy Duarte: The Secret Structure of Great Talks?
On the structure of Steve Job‘s presentations to Martin Luther King’s “I have a dream speech”, Nancy compares common construction of successful stories.

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Pictures Better Than Words?

Teachers know the problem is not content but delivery. Using text only email, introduces a reader time consumption problem. Best text is distilled like poetry with pictures & video for effective delivery. Understanding the Picture Superiority Effect helps deliver.

“When it comes to memory, researchers have known for more than 100 years that pictures and text follow very different rules. Put simply, the more visual the input becomes, the more likely it is to be recognized—and recalled. The phenomenon is so pervasive, it has been given its own name: the pictorial superiority effect, or PSE.”   John Medina

The Evolution of Communication?

Picture Superiority Effect Evolution

A brief history of writing from the British Museum (click for video)

A Research Paper on the Picture Superiority Effect.

“Conceptual and perceptual factors in the picture superiority”
EUROPEAN JOURNAL OF COGNITIVE PSYCHOLOGY 2006, p.1-35, Georg Stenberg, Kristianstad University, Kristianstad, Sweden

Before you travel join IAMAT a low-cost non-profit medical help organisation. Carry your membership ID card with you. If you need Medical help show your ID and use IAMAT recommended hospitals and doctors. Read the health tips in the IAMAT website in advance.

Consult your Physician in advance. They will recommend if advance shots or other precautions are needed.

On the IAMAT website “Select your travel destinations, and get an instant, personalized guide to our medical services and comprehensive travel health information for the countries you are visiting. Print a copy or save securely for future online access. The Travel Health Planner is also accessible on your mobile!”

Personal Plumbing Management Tips for Diarrhea:

1. Bactrim (proper names Co-trimoxazole or Trimethoprim-sulfamethoxazole)
Kills a lot of common GI bugs. https://secure.wikimedia.org/wikipedia/en/wiki/Bactrim
Ask you Physician. You may want to get a prescription before you travel.

2. Loperamide (aka brand name Imodium) Think temporary chemical cork…
https://secure.wikimedia.org/wikipedia/en/wiki/Loperamide

3. Gastrolite Fizzy Tablets or powder you add in a glass of water to replace lost electrolytes.
http://www.drugs.com/cons/gastrolyte.html Many sports drinks have electrolyte replacements.

For more travel tips read Gulliver the Economist‘s Travel blog here.  http://www.economist.com/blogs/gulliver

Need help when you travel? Simple walk into a hotel, smile and ask the Concierge anything you want. They have heard all the questions tourists have asked before, and will have all answers to help you! Have a good trip!