What is a key visual?
Imagine you’re driving down a city street with your three-year old buckled up in back. You pass the post office, bank and grocery store, and then on the horizon suddenly appears a familiar sign: the golden arches.
Before you know it, your child is screaming for a happy meal. Reluctantly you cave in, and the next thing you know you’re watching your kid slip down a slide into a ball pit, all while you watch from the sidelines with Big Mac in hand. How did this happen?
Well, Mcdonald’s lured you and your child in with their key visual: the golden arches. As soon as your kid saw that, he immediately thought of happy meals, play places, french fries, Mcflurries and all the other good feelings children come to associate Mcdonald’s with. In your child’s mind, there’s no difference between these good feelings and the key visual itself. They are one and the same.
Of course, Mcdonald’s isn’t the only business that uses key visuals. Nike uses the swoop, Disney uses a magical castle and Apple computers uses…well, an apple.
But it’s not just businesses who use key visuals. Think about the Statue of Liberty or Eiffel Tower. What do these landmarks make you think of? Perhaps the Statue of Liberty brings to mind freedom and the “american dream” while the Eiffel Tower instantly makes you think of love and romance.
The point is, key visuals are everywhere. They leave an impression on you, they are unique, they identify a place or a business. And if your brand isn’t using them, you’re missing out on a huge opportunity to create a connection with customers and gain their loyalty.