In advertising and marketing, a key visual is a central visual element used to represent a brand, product or campaign. The key visual is often the primary image for advertising materials such as posters, billboards and online banners, and communicates the core message of the campaign. Key visuals can vary in complexity and style, from simple icons and logos to detailed illustrations and photographs.

The choice of key visual is an important aspect of advertising and marketing strategy, as it can influence the target audience’s perception of the brand or product and affect their willingness to engage with the campaign. Successful key visuals are simple, bold and eye-catching, and effectively convey the core values and benefits of the brand or product they represent.