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.The visual image in brand advertising serves to identify it, emphasizes individuality and style. A key brand image should form a set of positive associations in the minds of consumers. The more positive associations a brand triggers, the higher the sales.The key image consists of graphic elements that tell the story of the product, demonstrate its special characteristics. Therefore, a key image is often much more dynamic than a logo. Rather, it looks like a movie advertising poster (as opposed to regular advertisements).