KEY VISUAL

The key visual in KOLORO is this:

Key visual (keyvisual) – a key advertising image that is used to establish communication with the consumer. It conveys the essence of the advertising message and is easy to remember with a single picture. Visual image in brand advertising serves for its identification,emphasizes individuality and style. The key image of the brand should form a set of positive associations in the mind of the consumer. The more positive associations the brand evokes – the higher the sales will be.

The key image consists of graphic elements that tell the story of the product, demonstrating its special characteristics. Therefore, a key image is often much more dynamic than a logo. It is more like a movie poster (as opposed to an ordinary advertisement).

YOU GET

Sales growth

An image that will ensure recognition

Support at all stages

Giving the brand a personality

Uniqueness of all elements

Sales growth

An image that will ensure recognition

Support at all stages

Giving the brand a personality

Uniqueness of all elements

Sales growth

Visual images for outdoor advertising: price depends on

1. The complexity and detail of the image.
2. The number of advertising media on which the poster will be placed.
3. Timeframe for completion of the work.

To calculate the cost of creating a key image of advertising contact COLORO manager. Application form – in the bottom left corner of the website or send us an e-mail – hi@koloro.ua.

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Create a key image: stages of development

1. Internal audit of the company (we wrote about how to conduct a brand analysis in our article). We will find out the pros and cons of the company to create an advertisement that will emphasize the brand’s personality and present it in the best possible light.
2. Market analysis (competitors and target audience). At this stage we will gather information about the current situation and draw up a portrait of the target consumer.
3. Developing an idea for a visual identity. Based on the data collected, we will brainstorm and come up with an idea around which we will build a key visual.
4. Creation of 3 concepts of the key visual image. Based on the ideas we have come up with, we will make 3 concepts of the advertising image and present them to the client.
5. Selection of 1 concept, its analysis and finalization. After the presentation and selection of the finalist, we will finalize it.

Key image and communication

Key visual was invented after a small revolution in branding. In the past, individual messages were used for each means of communication. However, advertisers came to the conclusion that it was more effective to broadcast a single message, relentlessly repeating it to the consumer. Therefore, the image from television screens (as the most vivid) began to be broadcast on radio and replicated in newspapers.

The problem was that not all TV spots could be successfully adapted for listening. Some of the spots lost their meaning if the sound element was removed.

So the idea was born to create a key visual image that carries the idea of the brand, color solution ,corporate style, fonts, sound (the Zippo brand has a patent protected branded lighter click) and will be clear and recognizable to all consumers.

The key visual image in the advertisement for winter tires from Good Year

Visual image of a brand, as well as corporate identity is created for a long time. Some of its elements will remain with the brand for its entire life. However, first of all, the visual image of the brand is developed for advertising communication between the consumer and the manufacturer.

You can order an advertising strategy from the branding company. KOLORO Agency. Let’s grow together!

Also the key visual is a pointer for designers who will work with the brand in the future. Some brands make Key visual for internal use. It helps new employees get up to speed quickly and understand their company. It is placed in a guideline, giving a detailed textual description.

The key visual image is a promotional poster of an optical store

A happy bride is the key advertising image from a Vera promotional poster Wang (center)

Key visuals for New Year’s Eve celebrations from retailer Robinsons

Psychology of visual image: options of creation

After a comprehensive analysis of the product, target audience and competitors, a team of a marketer, designer and copywriter will develop ideas for a key visual identity. We will rely on the brand vector, its history, values and positioning. To capture consumers’ attention and arouse their emotions you can turn to triggers (emotional stimuli that encourage consumers to take action) such as:

• childhood memories;
• an excursion into the history (of a brand or country);
• the chanting of youth;
• “a day in the life of an ordinary person” painting;
• manufacturability;
• recommendations (from stars or experts in the field);
• Lifestyle (of the target audience);
• sex;
• creativity (both visual and verbal – word play, for example).

An example of a creative visual image in a shampoo advertisement Garnier – “for all hair types”

Creating a visual image with advertising functions: thematic guidelines:

• images not directly related to the brand – For example, the “face” of the Starbucks brand;
• images associated with the brand – the iconic American “Got Milk” advertising campaign;
• embedded images – for example, the red sole of Christian Louboutin shoes, which is both a brand symbol and a central element of advertising communications.

Developing a visual identity: what you get

1. A promotional image that will provide brand recognition.
2. Attracting the attention of the brand’s target audience and driving sales.
3. Individuality that will make your brand stand out from the competition.
4. Unique verbal and graphic elements.
5. Supervision of the manager at all stages of work.

You can create a key image for an ad campaign, by contacting KOLORO! Let’s create together!