![\"Making](\"https:\/\/www.immersion.com\/wp-content\/uploads\/2017\/10\/making-finance-memorable-1.jpg\")
<\/p>\nWhat does finance feel like? Kayla Buchanan of Immersion has an idea. She recently worked on haptic-enhanced ads for Capital One and Android Pay, which took different approaches to conveying their messages. One was visually rich; the other, not so much \u2014 until haptic design made it shine.<\/p>\n
Visually dynamic financial ads are rare, which makes interesting textures challenging to design. Most often, people stand in-frame as text appears over or around them. \u201cThere are no real financial haptics,\u201d Kayla said. \u201cUsually it\u2019s some sort of payment method \u2026 like someone paying at a gas station with a card.\u201d<\/p>\n
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That wasn\u2019t the case for Capital One\u2019s ad, entitled \u201cDawn,\u201d which featured a horse crossing picturesque vistas. Kayla described it as more of a trailer than an ad, and it was ripe with opportunities for haptic textures: galloping hooves churned up sandy beaches while the wind and rain blew. There was so much going on that Kayla said they had to cut back on haptics. When the video showed conflicting textures, they defaulted to the horse\u2019s galloping because the ad told his story.<\/p>\n
Kayla said that Dawn, with its horse and natural visuals, was already an interesting commercial. But another ad\u2019s lack of motion gave haptics room to contribute.<\/p>\n
Promoting Android Pay, a more conventional ad Kayla worked on, had little motion. People standing still didn\u2019t lend itself to much \u2026 until the special effects began. To convey the message that \u201clife\u2019s more difficult without Android Pay,\u201d people in the ad appeared to \u201cglitch\u201d with a static effect.<\/p>\n
![\"Making](\"https:\/\/www.immersion.com\/wp-content\/uploads\/2017\/10\/making-finance-memorable-2.jpg\")
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\u201cAndroid Pay was just a typical commercial. But with haptics, you pay more attention. It\u2019s more memorable,\u201d Kayla said. \u201dUsually you\u2019d skip past a video about a credit card, but getting viewers\u2019 attention is easier with haptics. It adds another layer to something that\u2019s very common.\u201d<\/p>\n
In the end, haptic design brings attention to advertisements that people might normally gloss over. They take notice when their phones react to even subtle motions and effects. Unlike other verticals, where textures enhance existing video and audio, haptics introduce something new to financial ads. Haptics can make ordinary content memorable.<\/p>\n","protected":false},"excerpt":{"rendered":"
What does finance feel like? Kayla Buchanan of Immersion has an idea. She recently worked on haptic-enhanced ads for Capital One and Android Pay, which took different approaches to conveying their messages. One was visually rich; the other, not so much \u2014 until haptic design made it shine. Visually dynamic financial ads are rare, which […]<\/p>\n","protected":false},"author":4,"featured_media":10747,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10689","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"translation":{"provider":"WPGlobus","version":"3.0.0","language":"zh","enabled_languages":["en","ja","zh"],"languages":{"en":{"title":true,"content":true,"excerpt":false},"ja":{"title":false,"content":false,"excerpt":false},"zh":{"title":false,"content":false,"excerpt":false}}},"acf":[],"yoast_head":"\n