Contents
- What is Key Visual?
- Main Components of Key Visual
- Why is Key Visual Needed?
- Criteria for Good Key Visual
- How to Create Key Visual?
What is Key Visual?
Key Visual, or key visual, represents the main visual image developed for an advertising campaign aimed at promoting a product, service, or event. This term is usually used in the context of a specific marketing activity, such as launching a new product, conducting a promotion to attract new customers, or implementing an image advertising campaign. For each of these projects, a unique key visual is created, adapted for various advertising media—from billboards to videos, banners, and print ads.
For example, in the "Vkusvill" advertising campaign, the key visual became a mango depicted as the sun against a bright background. This image is harmoniously complemented by a slogan and other graphic elements, allowing for a unified visual style across various advertising materials.
Main Components of Key Visual
Key Visual is not limited to just a bright picture. It includes numerous graphic elements that shape the perception of the brand and product. Let's consider the main components of a key visual:
- Main Image: This can be a symbol, photograph, or illustration that attracts attention and conveys the main advertising message to the audience.
- Logo: Integrating the logo into the key visual helps create a connection between the brand and the visual image.
- Slogan: The slogan enhances the message of the key image and makes it more memorable.
- Fonts: Properly selected fonts play an important role in creating a cohesive visual image and perception of the advertisement.
- Brand Colors: The colors established in the brand book should prevail in the visual solution, although the use of alternative shades is allowed as long as it does not disrupt the brand identity.
- Composition: The key visual is adapted to various formats while maintaining the main proportions and techniques.
Why is Key Visual Needed?
Key Visual plays an important role in forming a unified visual image and serves several purposes:
- Creating a Unified Visual Image: A clear and well-thought-out style of the advertising campaign contributes to increased brand recognition and improved memorability of the advertisement.
- Transmitting Brand Values: Visual images allow for quickly and clearly conveying the characteristics of a product or service, as well as revealing the values of the company.
- Creating Associations: The emotions evoked when perceiving the key visual begin to associate with the product.
An example can be the S7 advertising campaign, where the central image was a person against a natural background, along with a logo and slogan that conveyed the company's values—travel, freedom, and ease.
Criteria for Good Key Visual
For a key visual to be effective, it must meet certain criteria:
- Alignment with Brand Values: An unsuccessful choice of theme can repel consumers.
- Clarity of Idea: The message should be easily perceivable and unambiguous.
- Emotional Impact: The key visual should evoke strong emotions, such as surprise or admiration.
- Uniqueness: The image should be original to maintain its impact.
- Memorability: The key visual should create associations with a specific brand.
- Adaptability: It should easily adapt to various advertising formats.
How to Create Key Visual?
The process of developing a key visual involves several stages:
- Defining the Campaign Goal: Establish what you want to achieve with the key visual.
- Studying the Brand and Target Audience: Understanding the uniqueness of the product and its environment will aid in development.
- Formulating the Idea: Define the advertising message you want to convey to clients.
- Developing the Concept: Come up with symbols, characters, and situations that best convey your idea.
- Testing the Idea: Conduct research to find out how the image is perceived.
- Approval and Production Launch: After testing, adapt the key visual for various media.