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

SAN FRANCISCO–()–Visa (NYSE: V) today 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

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.

About Visa Inc.

Visa Inc. (NYSE: V) is the world’s leader in digital payments. Our
mission is to connect the world through the most innovative, reliable
and secure payment network – enabling individuals, businesses and
economies to thrive. Our advanced global processing network, VisaNet,
provides secure and reliable payments around the world, and is capable
of handling more than 65,000 transaction messages a second. The
company’s relentless focus on innovation is a catalyst for the rapid
growth of connected commerce on any device, and a driving force behind
the dream of a cashless future for everyone, everywhere. As the world
moves from analog to digital, Visa is applying our brand, products,
people, network and scale to reshape the future of commerce. For more
information, visit, and @VisaNews.

1 Visa Inc. 2016

2 IPG Lab 2017