See, Hear and Feel the Evolution of Visa Through Sensory Branding

11 Dec 2017

Visa announced a suite of sensory branding that will support the Visa brand in an expanded universe of connected, payment-enabled devices. These new sound, animation and haptic (vibration) cues will help signify completed transactions in digital and physical retail environments when you pay with Visa. The sound of Visa will debut in Visa’s global advertising campaign ahead of the Olympic Winter Games PyeongChang 2018.

“For 60 years, the Visa brand has been a global symbol of innovation, speed, trust and security,” said Lynne Biggar, chief marketing and communications officer, Visa. “As payments become increasingly embedded in commerce, the notion of ‘Everywhere You Want To Be’ takes on even greater meaning for our brand. As new payment experiences continue to take shape in the world, this suite of sensory branding elements will give consumers the assurances we know they want every time they use Visa.”

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 consumers

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.

Visa Inc. (NYSE: V) is a global payments technology company that connects consumers, businesses, financial institutions, and governments in more than 200 countries and territories to fast, secure and reliable electronic payments. We operate one of the world’s most advanced processing networks — VisaNet — that is capable of handling more than 65,000 transaction messages a second, with fraud protection for consumers and assured payment for merchants. Visa is not a bank and does not issue cards, extend credit or set rates and fees for consumers.

Visa’s innovations, however, enable its financial institution customers to offer consumers more choices: pay now with debit, pay ahead with prepaid or pay later with credit products. For more information, visit usa.visa.com/about-visa, visacorporate.tumblr.com and @VisaNews.

Contact Us

Address:

Joe Public United Building,
Nicol Main Office Park,
2 Bruton Road,
Bryanston, Johannesburg
2128

Tel:

+ 27 (0)10 591 7770

Email:

emst@joepublic.co.za

Website:

https://joepublic.co.za/