marketing


 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

Screencasting Delivers Video Based Demonstrations & Lectures.

Teachers know the problem is not content the problem is delivery. They know what they need to teach. Their challenge is to ensure higher content retention in the time available. Screencasting allows lectures on-line providing more class time spent on homework.

Richard E. Mayer’s cognitive theory of multimedia learning suggests maximum performance occurs when visual & verbal materials are presented together. His book Multimedia Learning examines research on instructional based design and if we learn more deeply when ideas are expressed in words and pictures rather than by words alone.

Sales & Marketing’s problem is to deliver presentations, lectures, video based demonstrations and step-by-step instructions, delivering content “asynchronously”, at the audience’s convenience, regardless of their time zone, and “unattended” without a lecturer present and without the travel & expense costs. Successful screencasts are remembered and repeated.

Every organization is a learning organization, every student & employee needs to be kept up to date. Equipment and processes change, you can’t stop the factory and put everyone into a lecture hall. It is everyone’s problem. On-demand, just-in time multimedia learning is much more productive as it can focus on those who need it, when they need it.

Screencasting starts with a Script.
Successful screencasts are re-written many times. When draft is written, consider how it may be reduced to essential ideas. What will it sound like when spoken? Could three points tell the story in 140 characters? Guy Kawasaki uses a 10-20-30 Rule of 10 Slides, 20 Minutes and a Font Size 30 for start-up funding presentations.

Editing allows segment distillation by cutting recorded elements and allows voice over & background music adjustments. Graphic call-outs and zoom & pan effects can be added to call attention to specific information.

Rendering edited projects allows completed video screencasts saved in a range of sizes & formats. Uploading of projects to YouTube, Vimeo and other hosting services such as Screencast.com or MediaCore. Provide iTunes podcast subscriptions, render in multiple video formats and embed completed videos on your website.

Examples of Screencasts:

  • Snagit is screen capture & image editing software . This screencast shows how to use the Send tab to share images with Skype contacts.
  • Another Sending Files tip. Try free XOOMFILE software.

Power Point to Video:
Convert presentations into video, don’t leave them on your desktop.

Audio – Sounding Good:

  • Good audio starts with a good microphone and a quiet room.
  • Record script dialogue with free Audacity software.
  • A recorded voice track serves as a guide to production length.
  • Voice recordings can be added into Power Point or Camtasia before rendering as a completed video.
  • Adding royalty free background music on a second audio track fills blanks & maintains listener interest.
  • When recording Voice Tracks, if you make an error, pause then repeat.
  • Record using a Dog Clicker to help you see audio errors for easy editing & deletion post recording.
  • For in-depth Audacity screencasts see Lisa Hartwell’s YouTube Channel.
  • Clicker sound leaves a convenient visual marker allowing accurate alignment of recorded or edited audio along the timeline for many projects. See image tip here: http://bit.ly/AudioVisualSyncTip
  • For multi-camera video shoots, to sync video clips on the timeline, camera recorded audio is used as a reference to sync clips to the primary recorded audio. Once all clips are synced to the primary recorded reference audio track, camera audio in the video clips is silenced or deleted. Singular Software’s PuralEyes is a sync tool of choice for complex project edits.

In-Depth Tutorial:
Ryan Eash Instructional Designer for Camtasia Studio has an excellent 30 minute tutorial on his screencasting process with dynamic Table Of Contents.

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Lecture Presentations: Recording & Playback
Two camera set ups, where one records the screen and the second a presenter, are easy to blend into single video recordings with Singular Software Presto. This is a low-cost seamless method for blending video recorded elements of lecture presentations. For examples click here For equipment & set up info on recording lectures click here. Click below to see a 2 minute notated example of blended video with Steve Jobs introducing the iBook app for the iPad.

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TechSmith’s Camtasia Relay  is an excellent lecture capture system for Teachers. Permanent installations with rich media integration of PTC (Pan Tilt Cameras),  document cameras, PC output feeds and microphones are more expensive due to hardware needed. Options to consider are Sonic Foundry  and Winnov

Web Meetings: Remote Groups OnLine
There are many options, most include post meeting playback of recorded events, click here for a current list of software & service providers

Video in WordPress has differences WordPress.com Vs WordPress.org

  • This screencast a shows Windows 7 search tip & plays on VideoPress.
  • VideoPress seems to compresses videos reducing image quality playback creating blurred images not present in the original. There seems no default control to force the HD setting to stay on, so original rendering quality is reduced and looks fuzzy in standard playback.
  • Compare with the original screencast below:

To integrate & auto size video on WordPress sites see Chris Coyier’s screencast

Hosting Screencasts & Video – There are many options.

  • YouTube free, but visually noisy & distracts viewers with links to other sites.
  • Vimeo has free & paid versions all of which work well.
  • Screencast.com allows a range of viewing flexibility with public, private, or viewer password log-in options in 25 gigabyte+ accounts.
  • MediaCore provides outstanding end-to end site control with noise free customisable web pages & detailed analytics.

This topic to be presented at WordCamp Victoria BC Jan 14th 2011.
Tickets are on sale now, to register click here.

Warning: Portions of the presentation are prerecorded ; )

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Khan Academy: Flipping the Classroom
Excellent examples how screencasting helps students learn.
A library of over 3,000 educational videos: http://www.khanacademy.org/

Khan Academy Explained on 60 Minutes

Khan Academy on TED



LED lumen maintenance curves decline due to LED use and thermal conditions.

All lamp lumen performance declines due to use. Lumen maintenance curve decline is also affected by the number of times a lamp is turned on & off, the thermal environment of the lamp and luminaire, and lamp ballast/driver electronics.

New research shows LED lumen performance declines due to heat without LEDs being turned on. During testing LEDs were turned on only for short duration lumen measurement data collection.

This has large implications for exterior LED lighting where high ambient temperatures are present, as is typically found inside luminaires exposed to direct sunlight during daytimes when luminaires are not on.

The higher the ambient temperature, the faster LED lumen performance declines. Not all high brightness LEDs perform the same way.  Different manufacturer’s LEDs exhibit different rates of decline.  Variation in lumen performance decline must be due to differences in LED manufacture technique and material.

I am interested to review Electron microscopic time-elapse images & data collected at different points along the lumen maintenance curve. No doubt, there is something new to discover to improve manufacturing technique & fabrication for more robust LEDs.

Skype released version 4.1 for Windows today however they forgot to update their servers & download links.

All Skype website download links for version 4.1 only download version 4.0.

Best to wait until Skype gets this sorted out.

Update: Skype download links for 4.1 are A-OK now.

Screensharing is the best new feature.

Skype 4.1 MIA

Call your Gmail & Facebook contacts direct via Skype. With the Skype toolbar for Firefox or Internet Explorer installed you can call telephone numbers or Skype contacts who have their web presence enabled from any web page. Skype shows your availability status to others on-line. This allows you to call your Gmail contacts and Facebook contacts direct with Skype.

Facebook & Gmail Skype Presence Examples

Call your Twitter Followers direct via Skype. With the Skype toolbar for Firefox or Internet Explorer installed you can call telephone numbers or Skype contacts who have their web presence enabled from any web page. Skype shows your availability status to others on-line. This allows you to call your Twitter Followers direct with Skype.

Skype Twitter Presense 10-06-2009 7-59-47 PM

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