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- Title
Grafik Tasarımda Görseli Vurgulamak: Anahtar Görsel Reklamcılığı.
- Authors
GÜNGÖR, Aylin
- Abstract
The development of digital technologies and the increase of interactive art works, marketing and sales strategies have led to a different search for the display of designs in advertisements and among many brands. In particularly, putting forward the visual emphasis that brands prefer to use more due to the competitive environment created in areas such as advertising and marketing, has led to the emergence of a new concept for the graphic design discipline. Although this concept is mostly used in the fields of communication design and advertising, it is actually nothing more than the term "key visual", which is also mentioned in the field of graphic design from logo design to poster design and even illustration. For example, in a poster design or logo design, both the balance of illustration and the balance of typography are emphasized in the right proportions, in fact, a key visual emerges in the designs and the most memorable image is achieved in people's minds. This is why most of the logo and poster designs take a place in people's memories for years. Thus, while reaching the target audience, the designs made through advertisements are separated from the similar ones and the target of generating more sales is achieved. In this research article, it is aimed to discuss the idea that the term "key visual" can be conveyed more easily with different graphic techniques such as logo, poster and illustration. The article also aims to address the role of the concept of key visuals in the mentioned graphic design techniques and the visual effects it makes, and to understand the visual jargon that changes day by day in the world. In line with the research, it was concluded that "key visual advertising", which is reflected as an advertising element belonging to brands, should actually be taught to students/designers from the very beginning, by including them in graphic design education. In addition, it has been found that the use of key visual has different visual results in each graphic design technique and the relationship between visual consistency changes.
- Subjects
POSTER design; LOGO design; GRAPHIC design; DESIGN techniques; INTERACTIVE art; DIGITAL technology; CHIEF information officers
- Publication
Journal of Social Sciences Research / Sosyal Bilimler Arastirmalari Dergisi, 2022, Vol 12, Issue 2, p543
- ISSN
1309-9302
- Publication type
Article
- DOI
10.48146/odusobiad.1082730