For the limit you are playing at you are making things too complicated. The fact that you are aware of projecting image and the reasons for making the play you did make sense.... but at the limit you are playing at you over complicated things and got burned for doing it.

Having hit a relatively good flop you should of called to see his next move and to see if the turn card was a diamond. This way you would have narrowed down even more what he was holding and assessed your own situ better etc.

At a level where players go all in with pocket 10's on a low flop you are not going to get him to fold and you will only get paid off if your draws hit.

Calling one more bet would have saved you alot of $$$$$ (at a higher level.....totally different story)