Re: [w3c/webpayments] Visual Identity for Web Payments (#250)

All, a few considerations from a retailer point of view.

I am sure you all realize better than anyone the real estate on a merchant website is quite precious and it is critical to reduce distraction vs. add to it in the commerce flow.  So, I am hopeful this type of logo/message would be optional for the merchant to implement which is no different than the option to implement this spec at all.

Regarding the benefit of visual identify, I do respect visual cues can be valuable in certain cases but unless the consumer understands the meaning behind a visual cue, it isn’t effective.  Using a consistent logo or symbol representing a consistent message followed by each recognized browser name would be possibly effective.  The symbol followed by a recognized browser name such as Chrome, etc. would help with some brand recognition that the consumer might actually pay attention to and offer consistency across browsers which could gain quicker consumer recognition.  By comparison, I think of the contactless symbol ))).  That by itself on a merchant terminal initially was meaningless mainly because it wasn’t connect to a payment network brand name AND there was initially limited acceptance and issuance.  In Australia or Europe it may be more recognizable now but that is likely because the issuance and acceptance has reached a significant level.  Without that, consumers don’t know what it means.

All that being said, it is unclear to me what message you are trying to send to the consumer via the symbol or logo.  Payment? Security?  Safety? Convenience? All of the above?  Other? The symbol/logo or visual representation needs to express what message you are trying to convey and should resonate with consumers.  I agree there is no doubt consumer research is required for something like this.  Without that, it will be difficult to prove its effectiveness which I think will be required for a merchant to opt-in to display it.

Just my two cents.

Laura

From: Marcos Cáceres <notifications@github.com>
Reply-To: w3c/webpayments <reply+00f16b1ccca12bd6074904a42a60d1bdee2f0b8a2e6b3c7792cf0000000117839bf092a16>
Date: Thursday, August 9, 2018 at 12:07 AM
To: w3c/webpayments <webpayments@noreply.github.com>
Cc: webpayments <public-payments-wg@w3.org>, Comment <comment@noreply.github.com>
Subject: Re: [w3c/webpayments] Visual Identity for Web Payments (#250)
Resent-From: <public-payments-wg@w3.org>
Resent-Date: Thursday, August 9, 2018 at 12:07 AM


It was suggested on the call that users may be more familiar with "Firefox" or "Chrome" etc. than they are with the concept of "browser." And so branding "Pay with Browser" or similar may not be effective.

Things like this need actual user research - we should probably try to validate any assumptions before continuing.

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