The images are widely used in all kinds of channels for visual communications. Good image attracts people to stop and discover what it intends to convey. Inappropriate image may cause incongruous impression and confusion about the entire content. How can images be helpful to visual communications?
Fauchon macarons, the top luxury dessert from Paris.
This picture must have evoked your desire to taste. The female charming light pink lips look like one of the delicious colorful Fauchon macarons. It makes people want to touch it with their lips and taste it with their tongues, doesn’t it? People probably are willing to buy some in order to try the most “beautiful taste” after they see this image. We can say that this image is perfectly used.
WeChat, the most popular social media platform from China.
In this picture, numerous people are standing hand in hand around a cell phone with the login page of WeChat apps which is one person facing the planet. The information, which this image intends to convey, is quite clear: people can chat with the entire planet and be tightly connected by using WeChat. While, it will be more attractive if the figures were in different colors that could indicate different ethnics and characters. Anyway, in the real world, more and more people around the world are using WeChat because of its powerful functions.
When we look up the word strategy or tactics in a dictionary, we almost will find they have similar meanings of plan and methods. Thus comes the confusion about strategy and tactics. What is the difference between them?
If strategy were brain, tactics would be body. Strategy is purpose-oriented, but tactics are mission-oriented. For example, the goal of my blog is to build up a brand of myself. To reach the goal, it needs 80% of my followers read each post, 50% retweet it and 20% comment on it. This is strategy. How could those percentages be accomplished? It is necessary to set up a clear profile, create nice posts with context and imagery, engage with people efficiently and post links on proper platforms. These actions are tactics.
If strategy were CEO, tactics would be department heads. CEOs who show great foresight make the trade-off in overall situation. They integrate all the resources and keep aware of politics, economy and competitors. They know how to manage different departments perform well together and make measurements. Department heads have specific tasks in a part of the whole process. They play the roles in different domains by using limited resources. They lead their professional teams in order to achieve their sub-goals.
If strategy were marathon, tactics would be supply depots. Strategy is long-term and relatively stable. Tactics are short-term and more flexible to environmental changes. A supermarket group, for instance, makes the strategy of gaining the highest turnover with lower margin in retail industry. What methods could it utilize to reach this long-term goal? There are probably seasonal and weekly promotions, free gifts and bonus activities and membership privilege. All these we can count as tactics which are shorter-term.