Key Art
The main promotional illustration of a game
Also known as: Splash art · Key visual · Cover art · Game key art · Promotional art · Hero image
Definition
Key art is the main illustration that represents a game, used on store pages, posters, packaging and in advertising. It shows the characters, setting and mood in a single striking image, and has to work at a small thumbnail size as well as in large formats. Splash art, the term used in many online games, is similar, with a strong focus on a character. Key art is usually painted by experienced illustrators and has more polish than production concept art.
In production
Plan the composition with a clear focal point and a readable silhouette, and design for cropping to different shapes, since it appears on banners, icons and screens. Use the game's design language and color script, and leave space for logos and text. Many artists build the scene from 3D renders and paint over them, and clients review it through sketches, values and color stages before final polish.
Learn Key Art in
Tools that use Key Art
See also
Composition Basics
Arranging shapes to guide the eye
Color Script
Color plan for a story or a game
Design Language
The shared rules that make a world feel consistent
Paintover
Painting on top of a 3D render or sketch
Value Structure
Planning lights and darks before color
Concept Art
Visual design before 3D production