A key visual is a central visual component that is generally used in advertising, graphic design and web design. It is an image that is intended to convey a certain message or mood and is often used as an identifying feature for a brand or product.
In graphic design, for example, a key visual can represent the visual concept for a campaign, brochure or poster. In web design, the key visual is often used as a banner, header or background image on the website and can help to characterise the appearance of the website.
The key visual must convey a clear message and can contain various elements such as text, colours, shapes and images. It should help the viewer to quickly understand and remember the brand message or product theme.
A successful key visual can improve the perception of a brand or product and help a target group to identify with a brand or product. It can also help to characterise the appearance of a website and make it easier for visitors to find their way around and orientate themselves more quickly.
