According to Helen Jolly, director of digital communications for Asia-Pacific at Visa, the company changed the look and feel of its online communications to bring them in line with the global Visa branding.
Complementing the launch of new Visa Platinum card designs in Asia-Pacific last year, Visa has introduced a series of sites for its Platinum card members, described as high-income professionals who enjoy exclusivity.
"The new sites' design and colours reflect a new look, tone and feel on Visa's sites in Asia-Pacific - a combination of a flexible grid pattern and vibrant, strong colours. On the sites, a juxtaposition of silver and black colours communicate Visa Platinum's promise of status and exclusivity.
This colour combination reflects new Visa Platinum card designs," said Jolly.
The colours were chosen after the company's research showed consumers had a high preference for black and silver and associated it with qualities of "affluence", "status" and "authority".
The XM-developed sites for Hong Kong, Japan, Korea and Taiwan act as an extension of the services offered offline to members, such as concierge services, airline programmes and dining privileges. The sites were also localised for Asia and include multilingual capabilities. However, it is the sites' customer relationship management capability, which is expected to have the greatest impact, as this will allow Visa to offer targeted services to card members.