Every fall, there’s one flavor that takes over menus, memes, and Instagram feeds: pumpkin spice.

When Starbucks first launched the Pumpkin Spice Latte in 2003, it sparked a seasonal tradition that’s lasted decades. What started as a limited-time flavor has become a cultural shorthand for fall itself. Love it or hate it, the PSL works because of balance. That is: espresso as the base, milk and foam for structure, and that signature pumpkin spice topping that ties it all together.

Playables — interactive ads that invite users to tap, swipe, drag, or play — are no different. Just like a latte, they rely on the right blend of “ingredients.” Too much of one, or not enough of another, and the whole experience falls flat. But get the recipe right, and you create something irresistible.

In this blog, we’ll break down the key ingredients of playables and show how they come together through three food-themed examples.

Ingredient #1: Design for Platform (Espresso Base)

Espresso is the foundation of every Pumpkin Spice Latte. Without it, you don’t have a latte at all. For playables, the foundation is platform design. Platform-conscious design ensures that no matter the device, the experience holds up.

Swipe to play!

Take this Coffee Shop Slicer playable. It turns the classic fall drink into a fast-paced mini game where users slice flying ingredients. What makes this example shine is how fluidly it adapts to different screens. By designing for platform from the start — optimizing layout, pacing, and touch zones — the ad feels as smooth as the drink it celebrates.

Takeaway: Espresso is non-negotiable in a PSL, and platform design is non-negotiable in a playable. Build for portrait, landscape, mobile, and tablet so your ad feels like a seamless part of the user’s journey.

Ingredient #2: Visual Hierarchy (Milk & Foam)

Milk and foam give a latte its texture, balance, and flow. In playables, that structure comes from visual hierarchy—the art of guiding the eye. It’s built through scale, spacing, typography, and contrast.

Drag to play!

This Starbucks Driving Game offers a masterclass in hierarchy. Every design choice leads the player’s focus: the roadway is centered, a pulsating “Order Now” button stays persistent, and the logo ensures brand recognition mid-game.

Takeaway: Just as milk smooths espresso, hierarchy smooths interaction. Without it, playables feel cluttered and confusing. With it, they’re easy, intuitive, and memorable.

Ingredient #3: Optimized CTA (Pumpkin Spice Topping)

What makes a PSL iconic? The pumpkin spice topping. For playables, the equivalent is the call-to-action (CTA). Even the most engaging interactive experience won’t drive ROI if users don’t know what to do next.

Tap to play!

This Drink Menu Game demonstrates this beautifully. Styled like a café menu, it invites players to pick a drink. Once they make their choice, the real star emerges: a bright pink “Get the App” button.

Takeaway: The pumpkin spice topping is what makes people line up each fall. The CTA is what makes people click. Make it bold, make it clear, and make it irresistible.

Secondary Spices: Extra Flavors That Elevate

• User Feedback Loop → Playables are data engines. Choices reveal what resonates with users.

• Testing & Iteration → A/B test small variations: button colors, game speed, reward timing.

• Contextual Relevance → Timing and cultural context amplify success, like syncing food-themed ads with delivery promotions.

Your PSL Recipe for Playables

• Espresso base = platform design. Adapt for device and screen.

• Milk & foam = visual hierarchy. Guide the eye with clarity.

• Pumpkin spice topping = CTA. Make the action unmissable.

Ready to whip up your next high-performing playable? Connect with the CRAFTSMAN+ team to brew something unforgettable together.