VisualGPS Creative Trends Culture Back to Basics: Simplifying Digital Finance Visuals

A fresh approach seems to be taking off in the financial market in Latin America. Everywhere you look, there are financial campaigns targeting new and progressive costumers, presenting financial solutions that highlight the use of apps or digital services, looking to shake up the traditional financial scene.¹

Newer financial institutions, including digital banks in Latin America, have mastered the art of using uncomplicated visuals to incorporate digital finance into lifestyle imagery. Their approach makes digital finance feel less intimidating and more relatable. They achieve this by capturing people in real‑life scenarios that feel authentic. By incorporating secondary elements that complement their storytelling—such as background details like street lights, buildings, home decor or nature, personal items like backpacks, books or laptops, and relatable settings—they create a more engaging narrative.

Our VisualGPS consumer survey reveals that, 63% of Latin Americans that currently use financial services said that having access to internet or mobile apps is crucial, even if their chosen financial provider is a traditional bank. Additionally, 42% of people in Latin America want to see how finance products and services fit into people’s life, especially in social media ads. 

This data suggests that costumers’ preferences might be changing. Traditional banks are still important, but drawing and keeping consumers now heavily depends on their digital services.

What newer financial brands are doing is using relatable visuals that include day‑to‑day activities, such as having lunch, buying groceries, playing with your dog—everyday scenarios that help create relatable imagery. They usually go for a product‑centric focus, highlighting their products using framing techniques. Resulting in clear, focused visuals that convey a single message: Digital financial products can seamlessly form part of anyone’s life. 

When looking at the visuals chosen by finance brands compared to brands overall, the finance industry is two times more likely to show digital products in everyday life. Despite the omnipresence of devices, we don't often see those devices being used specifically to access and manage finances—only 12% of popular finance visuals show digital finance. When digital finance appears in visuals, it’s often limited to one‑dimensional scenarios: Young adults centered around one single activity, interacting with a phone or a laptop, mostly featured indoors, in plain scenes that keep complementary elements at a minimum.

By integrating digital financial products into diverse, everyday scenarios they can effectively engage and resonate with this audience. To fully embrace this new perspective on digital, visuals need to have simple and relatable scenes; using visual techniques that highlight digital products can help storytelling. By incorporating features that complement the main subject—elements or people in the background or slightly out of focus—the visuals will have an immersive feel and will look more approachable.

On top of that, the range of scenarios should diversify beyond monotone settings. These scenes should include everyday situations that people in Latin America can relate to. For example, showing different spaces inside a home, like the bedroom, kitchen, or the living room. Including others who might also be in these spaces—pets, friends, or family members. For outdoor scenes, think about everyday locations, such as parks, subway stations, markets, and restaurants. By showing people in a context that feels real and authentic, the visuals can connect more deeply with audiences.

Sources

[1] latamfintech