We are working on video that explains Spread Phenomena.
It will be great you if have a chance to check the current version and provide your feedbacks.
. The most valuable is to point out unclear slides and explanations.
A lot of good stuff here Serg. The visuals are great. I just played it through once and won't have any specific feedback until I get a chance to go through it carefully.
My overall impression is that it may be a little too fast paced for the average consumer. It might make sense to make different versions for different audiences. Simplifying anything is a good exercise as it can get you to the essence of what you are trying to communicate.
Having a professional in each target language do the voice over would also help a consumer follow along better.
Serg,Hi Bryan,
Thank you for the comments.
We are thinking about short and simplest version.
What should a simplest version include / exclude ?
Well said Bryan!Serg,
Here are my comments after watching the video again. I hope you find this kind of critique helpful.
The concept of spread is important to understand for both consumers and professionals alike. The fact is that most professionals may not fully understand it themselves, or have the ability to explain it. So it is valuable to have an easy to digest video with good graphics and clear explanation to bring this factor into better focus and to promote practical use.
There are really three main goals of this lesson:
The best lessons are those that are succinct – not longer than they need to be to convey the essential information. They should be easy to follow and should impart 85-90 percent of the knowledge in a single viewing. Chances are, the viewer is on a journey to learn more about diamonds than this one aspect, so making the content efficient allows them to gain this piece of knowledge and move on, rather than having to replay it a number of times to fully grasp the concepts.
- Define and illustrate the concept of spread
- Explain the importance of considering spread in the shopping process
- Create a metric that can be used by shoppers to compare diamonds on this value factor.
Therefore, all extraneous information needs to be stripped out. While the history of how the term ‘carat’ came to be used may be interesting, it is not necessarily relevant to understanding spread. Extensive analogies to things such as nutritional value may create a learning curve inside a learning curve, making the content convoluted and more laborious while doing little to make the concept of spread more understandable.
In order to accomplish content efficiency and effectiveness, the lesson needs to be developed with a specific audience in mind. So if different audiences are targeted, different versions may need to be created. I assume there are two basic audiences – consumer and trade. They are not all that different actually, so much of the same content can be used in both versions. Give the trade a little more of the hard science. The consumer version can have a link to the trade version to ‘learn more’.
Good content, like a good essay, has basic parts:
So, I would start with a basic explanation of spread and the fact that diamond ‘carat’ is not the same as size. It is a measure of weight (or in scientific language, ‘mass’). Believe it or not, this prerequisite fact is not generally understood by the consumer market! The graphic with all the 1.00 carat stones and the moving blue outline showing the differences in actual size is highly effective and is all you need to introduce the concept in a very intuitive way that both consumers and trade will appreciate.
- Introduction- define the topic and tell the audience what you are going to tell them.
- Body – illustrations and explanations of the concept and why it is important.
- Summary – Tell them what you told them and give them practical advice on how to apply it.
Next, is why spread matters in terms of value. The difference in price between the well cut .97ct and the heavily made 1.17 of the same size should be fleshed out. This is a matter of primary importance to the consumer. More emphasis also needs to be made of the detrimental effects on light performance of the retention of unnecessary weight. It’s a double whammy for the consumer – they are paying much more for inferior performance.
By the 80/20 rule I would focus mostly on rounds for the general understanding. The reasons that this is also an important factor for fancy cuts can be further explained after the general understanding of the concept has been established using rounds.
The reference to Tolkowsky will not be effective for most consumers without explanation. That it is a general standard for well cut rounds should be called out. This leads into the section explaining the metric for calculating spread and how it can be used by the consumer to understand at a glance how close the spread of particular stone is to what it should be, how much excess padding has been left on the stone, or how stripped down it is. In cases where the number is high (positive or negative), further analysis of light performance is critical.
Finally, the conclusion should be a summary of the basic sections; that we now know what spread is, the impacts it has on price and performance, how it is calculated, and how the metric can be effectively used in shopping for diamonds.
Well said Bryan!
Sergey you need a word for Tolkowsky - you will not use Ideal - even though it is the common term. What word?
In Bryan's eg of the 97 vs 1,17ct - the 0.97 well cut will look larger in 80% of viewing conditions.
That is also important, but harder to get across.
Bryan fancy shapes have way more cheating on spread than rounds - and solving that problem will lead to more diversity of better shapes and more efficiency in what is produced.
Serg,
Here are my comments after watching the video again. I hope you find this kind of critique helpful.
The concept of spread is important to understand for both consumers and professionals alike. The fact is that most professionals may not fully understand it themselves, or have the ability to explain it. So it is valuable to have an easy to digest video with good graphics and clear explanation to bring this factor into better focus and to promote practical use.
There are really three main goals of this lesson:
The best lessons are those that are succinct – not longer than they need to be to convey the essential information. They should be easy to follow and should impart 85-90 percent of the knowledge in a single viewing. Chances are, the viewer is on a journey to learn more about diamonds than this one aspect, so making the content efficient allows them to gain this piece of knowledge and move on, rather than having to replay it a number of times to fully grasp the concepts.
- Define and illustrate the concept of spread
- Explain the importance of considering spread in the shopping process
- Create a metric that can be used by shoppers to compare diamonds on this value factor.
Therefore, all extraneous information needs to be stripped out. While the history of how the term ‘carat’ came to be used may be interesting, it is not necessarily relevant to understanding spread. Extensive analogies to things such as nutritional value may create a learning curve inside a learning curve, making the content convoluted and more laborious while doing little to make the concept of spread more understandable.
In order to accomplish content efficiency and effectiveness, the lesson needs to be developed with a specific audience in mind. So if different audiences are targeted, different versions may need to be created. I assume there are two basic audiences – consumer and trade. They are not all that different actually, so much of the same content can be used in both versions. Give the trade a little more of the hard science. The consumer version can have a link to the trade version to ‘learn more’.
Good content, like a good essay, has basic parts:
So, I would start with a basic explanation of spread and the fact that diamond ‘carat’ is not the same as size. It is a measure of weight (or in scientific language, ‘mass’). Believe it or not, this prerequisite fact is not generally understood by the consumer market! The graphic with all the 1.00 carat stones and the moving blue outline showing the differences in actual size is highly effective and is all you need to introduce the concept in a very intuitive way that both consumers and trade will appreciate.
- Introduction- define the topic and tell the audience what you are going to tell them.
- Body – illustrations and explanations of the concept and why it is important.
- Summary – Tell them what you told them and give them practical advice on how to apply it.
Next, is why spread matters in terms of value. The difference in price between the well cut .97ct and the heavily made 1.17 of the same size should be fleshed out. This is a matter of primary importance to the consumer. More emphasis also needs to be made of the detrimental effects on light performance of the retention of unnecessary weight. It’s a double whammy for the consumer – they are paying much more for inferior performance.
By the 80/20 rule I would focus mostly on rounds for the general understanding. The reasons that this is also an important factor for fancy cuts can be further explained after the general understanding of the concept has been established using rounds.
The reference to Tolkowsky will not be effective for most consumers without explanation. That it is a general standard for well cut rounds should be called out. This leads into the section explaining the metric for calculating spread and how it can be used by the consumer to understand at a glance how close the spread of particular stone is to what it should be, how much excess padding has been left on the stone, or how stripped down it is. In cases where the number is high (positive or negative), further analysis of light performance is critical.
Finally, the conclusion should be a summary of the basic sections; that we now know what spread is, the impacts it has on price and performance, how it is calculated, and how the metric can be effectively used in shopping for diamonds.
Such an approach looks too boring and dry for me. We try to create educational stories spiced with some fun.re:Good content, like a good essay, has basic parts:
- Introduction- define the topic and tell the audience what you are going to tell them.
- Body – illustrations and explanations of the concept and why it is important.
- Summary – Tell them what you told them and give them practical advice on how to apply it.
Creating a unified understanding of the concept that can be assimilated by trade and consumer alike is a worthy goal. But doing so in a single lesson is extra challenging. You have to convey the concepts in a way not to overwhelm the newbie at the same time hold the attention of the more advanced viewer. The risk is losing newbies before you convey the essential concept, and likewise losing more advanced audience who may think they already know the material, before really getting the full understanding across to either.I do not want to develop separate movies on Spread for trade and consumers. They speak now in very different languages . Our task is to help them to use one common language.
Of course, sometimes a 2-3 min film is a best option. And we will develop such a version after the completion of the long one. We are now at the middle point of the film. But maybe this drama will have more than 3 acts.
This is solid advice.Creating a unified understanding of the concept that can be assimilated by trade and consumer alike is a worthy goal. But doing so in a single lesson is extra challenging. You have to convey the concepts in a way not to overwhelm the newbie at the same time hold the attention of the more advanced viewer. The risk is losing newbies before you convey the essential concept, and likewise losing more advanced audience who may think they already know the material, before really getting the full understanding across to either.
It can be done by breaking it into progressively more advanced parts. You will still need to convey the majority of the understanding you seek to convey in each section, without the other sections. In this way, as people choose to drop off they take with them a solid piece of understanding that is useful for their particular purposes.
What is spread?
Why is it important?
How is it calculated?
Factoring spread into your selection process
Rather than trying to make the entire subject conform to some format of storytelling, make each section conform. Each of the above subtopics can be made interesting and satisfying (if not fun and exciting!). And at the end of each you can tease them to check out the next act in the drama.
Beginning with the end in mind is great. So developing the long version first is great. I believe "the end" result could indeed be a series of graduated 2-3m installments. These could be sequenced and even titled in the spirit of 101, 201, 301 curriculae - where 101 is a prerequisite for 201. You can employ Freytag's Pyramid in each, to keep forward momentum, perhaps even keeping the same characters for continuity.Of course, sometimes a 2-3 min film is a best option. And we will develop such a version after the completion of the long one. We are now at the middle point of the film. But maybe this drama will have more than 3 acts.
Is any reason to create one more similar video?
None show the effect of brilliance and diameter/weight together, as one sees this by lining up diamodns on the back of the hand - such play does not require thinking or talking, but a video might not get away without a few words, here & there; one minute is not short either [what is the Periscope time limit? - those feel quite right, short enough to fit among speech & lead]
2c
Brilliance has not correlation with Spread .
I am not a fan of MRBing fancies.I agree with Sergey that the relationship to a well cut round is the best communication method.
I agree with Sergey that the relationship to a well cut round is the best communication method.
Tolkowsky is the wrong word - what would be best?
I disagree Sergey that trade and consumers should have different language.
Also I would aim for the shortest video to convey the message.
When you look at educational videos on shopping related topics many drop off after 3 seconds. Less than half are watching after 15 seconds. True those who will use the information may hang on longer - but why not convey the message to as many as practical.
Garry,
I never said that trade and consumers should have different language .
I had said yesterday : "They speak now in very different languages . Our task is to help them to use one common language."
Oh god, please remove the calorie counting/food stuff.
I’m a plus size woman who loves diamonds and sweets. The calorie segment felt kind of judgmental in terms of equating virtue/goodness with lower calorie and lower sugar choices and that irritated me so much I stopped watching.
That’s the kind of messaging that makes me make a mental note to avoid a company.
We are working on video that explains Spread Phenomena.
It will be great you if have a chance to check the current version and provide your feedbacks.
. The most valuable is to point out unclear slides and explanations.