What is a key visual?

Key visual or keyvisual is a design used in marketing agencies and works as guideline or visual reference for a campaign. The key visual helps to see which ideas, elements, fonts and color palette will be used in all the future ads and designs. Also, the key visual should effectively and clearly express the communication tone and the emotions we are going to cause in the target audience.

The key visual shows graphic elements, but it also communicates an identity and tells a “story”. That is why they usually have more dynamism than the logos or other designs. Even though the key visuals look like posters or ads, they are an internal tool for the agency, and not to be shown to the public. Here we can appreciate some examples for famous brands.

What is a key visual
What is a key visual
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