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Key visual

Asset type on EML:

Key visual

 

Keyword to find on EML:

Key visual

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EML code:

K

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Consumer journey:

Selection, discovery, purchase

Description:

Inspirational images connected to the USP or the Attract message and/or initiatives. Not necessarily including product. For example: key garment of laundry technology in it’s right use. 1 Key visual per product.

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Product neutrality:

Yes

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Activation:

Printed ads / Website / Instore / POS material

Mapping:

Mapped to all PNC’s that have that specific feature or benefit, hence product neutrality. Connected to PIC Ref.

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Story asset based on:

Attract message, USP

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Aspect ratio(s):

Native & 1:1

Examples

240508TT0M.png
240627TSWA.png
240701Z8MH.png
240725MTWP.png

Specific considerations for asset type

  • There are two types of Key visuals - one for brand and one for PACS

  • Brand key visuals are more bold and popping

  • PACS key visuals are more toned down

  • This page shows and describes principles for PACS key visuals only

  • Inspirational image based on the USP or the Attract message and/or initiatives

  • Does not need to include the product

  • Talent is optional

  • One key visual per USP

  • Should be attention-grabbing and attractive

  • Usually a wider shot but can be a closeup as well

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