The key visual should be simple and understandable. It should be unique and unmistakable. It should be usable across different media. It should address the feelings of the target group.
The key visual 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.
