Recommending The Right Frame
08-2008
 Lens choices are in some ways easier to recommend than frames; they have a particular science attached. The frame involves fashion, style and looks which makes it harder.The best advice is to provide choice i.e., understand the patient’s wants, brands that they favor, whether they prefer to have the glasses disappear or scream out for attention, all at a range of price points. Color and shape are the best starting points.With the bold colors in plastics, it’s easy to excite patients. Of course, black is rich and always powerful but the lighter colors can stand out for a distinctive style.
Ask, “What colors do you usually wear?” Start with the opposite or complementary colors for perspective.They create interest and always allow the patient to go back to colors that are in the shades or ranges in which they may be more comfortable. The complementary color wheel (Fig. 1) provides suggestions – use colors that border each other and they subtlety blend together, use opposites and they make for a very bold look. Use the color wheel to accentuate eye color with similar bordering colors or opposites
to make eyes more easily seen. Face shape is an important decider in the way a frame looks and the way the total patient will look. While there is no real formula for making the “right” choice, here are some ways to start.The patient’s personal style will make the decision, often with some encouragement from you.
BRANDS AFFECT CHOICE
Everywhere around you, brands help people make decisions about how they present and represent themselves. Brands have power and that power can be harnessed to improve everything about your optical. A brand is an identity that communicates luxury, fashion, lifestyle, sports, service and/or performance. It represents everything that customers feel about a product. In optical, frame and lens brands are the perfect example of how to combine style and fashion with vision performance. Do it well and practices grow; patients are provided the best in eye care. In 1937, Ray-Ban created protective eyewear for American pilots. Today, Ray-Ban is timeless, trusted and the most popular sunglass worn all over the world. Dolce & Gabbana is a Hollywood and music industry status symbol. Consumers are more likely to pay more for brands that they recognize. Use brands to increase sales and bring patients into the office. Position brands as the manufacturer suggests, see how a Brand Pyramid can teach you to talk about and set price points for the frame brands carried.
|
|
 |
|
|
 |
|
 |