Written by: Steven Pryor, Visa Global Innovation Marketing
Visa Sensory Branding is now available for download as an SDK for iOS, Android, and web through the Visa Developer Platform.
What is Visa Sensory Branding?
Visa Sensory Branding is a new suite of branding, which includes unique sound, animation and haptic (vibration) cues designed to signify quick and secure transactions in digital and physical retail environments when consumers pay with Visa.
Why Visa Sensory Branding?
Gartner predicts that Internet of Things (IoT) devices will grow from around 11 billion connected devices today to as many as 20.4 billion devices by 20201 and many of these devices will present consumers with new and more convenient ways to pay. As new payment experiences continue to take shape in the world, it becomes increasingly important for consumers to feel confident about their payment experience in digital environments. Visa Sensory Branding offers consumers the assurances we know they want when they use Visa.
What is included in the SDK?
Each SDK boasts an easy to use API with a pre-set default configuration. The SDKs also include a sample app, which allows you to preview how Visa Sensory Branding will render in your solution. If you’re a developer who prefers more control and customization, the SDKs also include a number of configurable presentation settings including:
- Choice of full-color or customizable, monochromatic background themes
- Constrained view vs. full-screen flag presentation
- Toggling functionality to enable or disable sound, haptic, and confirmation checkmark
What are common use cases for Visa Sensory Branding?
The most common use case would be a purchase made using a Visa product. However, Visa is also evaluating future use cases for Visa Sensory Branding such as peer-to-peer payments, reloading funds to a Visa pre-paid product, and adding a Visa card to your mobile wallet.
What are the benefits of Visa Sensory Branding?
Not only does Visa Sensory Branding sound (…and feel, and look) cool, there’s real benefit to consumers and merchants alike. Consumer research shows that sensory branding has a positive effect on the user’s experience:
- 94 percent2 cited greater favorability toward merchants and technology partners
- 90 percent2 cited greater favorability toward bank issuers
- 81 percent2 said they would have a more positive perception of merchants who used either sound or animation cues
- Less than a second in length2, the sound of Visa was found to signal speed and convenience
- Haptic technology was shown to incite feelings of “happiness” and “excitement” among consumers3
Visa Sensory Branding will help to put the consumer experience at the forefront of the payment moment. As the world of payments continues to evolve, Visa’s unique sound, animation, and haptic cues will collectively serve as global symbols of innovation, speed, trust, and security.
Questions? Please email us at VisaSensoryBranding@visa.com
1 Gartner, Inc., Gartner Says 8.4 Billion Connected "Things" Will Be in Use in 2017, Up 31 Percent From 2016, 2017
2 Visa, Inc., The Value of Multi-Sensory Branding: Sound and Animation Elements in Cardless Payment Experiences, 2016
3 IPG Lab, Ads You Can Feel: The New Mobile Experience, 2017
