Visa is rolling out a suite of sensory branding that will support the brand in an ever-expanding universe of connected, payment-enabled devices.
The programme will use sound, animation and haptic cues to signify completed transactions in physical and digital retail environments when a customer pays with Visa.
In a recent consumer study conducted by Visa, up to 71% believed that a website was secure when the Visa logo was shown. This trust in the brand is driving Visa to find new and innovative ways to evoke similar emotions in both the digital and physical worlds.
Visa surveyed consumers in eight countries to analyse the impact of sensory branding. Although it is early days, 83% of respondents said that sound or animation cues positively impacted their perception of the Visa brand. Furthermore, 81% stated that sound and animation cues would give them a more positive perception of merchants.
Lynne Biggar, chief marketing and communications officer at Visa, said: “For 60 years, the Visa brand has been a global symbol of innovation, speed, trust and security. 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.”
The sound of Visa will debut in Visa’s global advertising campaign ahead of the Olympic Winter Games PyeongChang 2018.