Key visual approach

Franz Rudolf Esch

In the age of television, consumers have become more accustomed to processing visual images than oral messages.

Key visual approach

Franz-Rudolph Esch

In the age of television, consumers have become more accustomed to processing visual images than verbal texts. The communication strategy development process usually results in verbal descriptions of meanings to be transmitted by the advertising and perceived by the consumers. The conversion of the strategic verbal messages into creative visual images, often leads to the communication of brand meanings that are not intended and not relevant (or even counterproductive).

The key visual approach aims to manage the process of visual communication better. It is aimed at the creation of a set of ideal images, which...

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