What does KV consist of?

First, it is worth explaining what a key visual is. These are elements that characterize a brand. They illustrate its values, and when transferred to other advertising elements, they affect the maintenance of consistency, which makes it easier for the recipient to recognize it.

There are many factors that contribute to building a brand, and an important element in creating its awareness is the way it is perceived not only in the eyes of competitors, but also consumers. A key visual reflects the image of the brand and is a method of increasing the number of consumers. If the recipient sees an advertisement on a billboard, on TV, or in the press, which is always the same or very similar, then they perceive the brand as logical and consistent, which consistently presents the same values.

KV graphic motifs consist of:

• typography, i.e. using the same letters of the same size
• illustrations with the same style and colors
• photos made in a similar arrangement
• graphic layout
• selected graphic element that will be repeated each time

The key visual should be, above all, as characteristic, understandable and simple in its message as possible. Equally important is usability in all media and defining the target group to which it will be addressed.

Using KV helps build the brand’s image as more “human”, i.e. closer to consumers. Apart from the opportunity for creative presentation by graphic designers, key visual can have an impact on brand positioning and is a way to build brand awareness among consumers. It presents the values ​​that characterize the brand and how it wants to be perceived and what it is to be identified with.

The primary goal of KV is to influence coherent branding. A well-planned strategy, combined with key visual, helps to properly identify the brand and product. If the recipient sees what matches their views, interests and who they are – there is a good chance that the product will be purchased by them. Remember that a product is as strong as the demand for it. Competition on the market is constantly growing, and a well-designed KV that reaches the target group can be a chance to stand out, but only when it is implemented consistently.