See, Hear and Feel the Evolution of Visa Through Sensory Branding
The all-new sound of Visa will debut in Visa’s global advertising campaigncelebrating the Olympic Winter Games PyeongChang 2018
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20171207005301/en/
Visa debuts suite of sensory branding elements - sound, animation and haptic - to signify completed transactions in digital and physical retail environments. (Photo: Business Wire)
“For 60 years, the Visa brand has been a global symbol of innovation, speed, trust and security,” said
Research shows that the Visa brand universally signifies trust, security and an understanding of available payment options. In a recent consumer study commissioned by Visa, up to 71 percent of respondents surveyed thought a website was secure when the Visa logo was visible, yielding a higher likelihood to complete a transaction1.In a digital world filled with connected wearable devices, Visa’s sensory branding elements are designed to evoke those same emotions, even in environments where the traditional Visa logo is not visible.
The Value of Sensory Branding
Extensive consumer research was conducted in eight countries to identify the impact of sensory branding on perceptions of both Visa and its ecosystem of partners, finding that:
- 83 percent 2 said the sound or animation cues positively impacted their perception of the Visa brand
- 81 percent 2 said they would have a more positive perception of merchants who used either the sound or animation cues
- Less than a second in length2, the sound of Visa was found to signal speed and convenience
- The effectiveness of haptic technology in advertising has been shown to incite feelings of “happiness” and “excitement” during exposure among consumers1
Visa’s sensory branding will be available as a software development kit (SDK) on the Visa Developer Platform, and through the Visa Ready program for deeper integration requirements, in 2018. Visa is also developing pilot programs with a national merchant and point-of-sale (POS) hardware vendors for 2018.