Display Notes

Remember that your displays should reflect and represent the personality and professionalism of your practice. You want to inspire new clients, while respecting the tastes of your existing patients, so don’t hesitate to ask for feedback about your displays. If you can put both your patients and your merchandise in the best possible light, then you can help grow your business and ignite your success.

The Power of Visual MerchandisingVisual merchandising is simply the activity of promoting the sale of goods, and in this case, goods equal eyewear. Your goal is to create a warm, friendly, and approachable atmosphere for your patients using color, lighting, space, production information, and sensory inputs, such as sound, smell, and touch.

Putting Patients in the Best Possible LightLight is as important to the color of the frames as it is to the tone of the

skin, so it’s important to have the proper lighting in your dispensary. Low-volt

halogen lights, full-spectrum bulbs, and natural light are the best choices.

Certain fluorescent bulbs can wash out skin tones. Poor lighting can distort

the true colors of frames, and your patients might be surprised to discover

their new frames appear different out of the office.

Take mirrors and colors into account as well. A wall of mirrors can make an

office look cold. Have plenty of mirrors on stands—and make sure they’re

framed in both cool (silver) and warm (gold) tones to match the skin tones of

your patients.

Also consider climate when choosing colors, not only of your displays, but

also the next time you paint. Warm hues of reds and oranges might warm

up offices in northern climates. In hot southern climates, cool blues might be

more inviting. For additional information, please refer to another VSP Global

SparkSM resource, “Five Tips for Choosing the Right Paint Color.”

1

The Power of Visual Merchandising (continued)

“Your displays should reflect and represent the personality and professionalism of your practice.”

JOB#6384DR 5/11

©2011 Vision Service Plan. All rights reserved. VSP Global is a service mark and VSP is a trademark of Vision Service Plan. Marchon is a registered trademark of Marchon Eyewear, Inc. Altair is a registered trademark of Altair Eyewear, Inc. Eyefinity is a registered trademark of Eyefinity, Inc. EYEDESIGNS is a registered trademark of Eye Designs, LLC.

23456

Six Design Ideas for Your Dispensary

Try to design for your patients, not for yourself, your colleagues, or your competitors. It’s more important that patients like your display than you do. If it pleases your patients, they will be inspired to purchase your frames.

Find inspiration in the seasons. During the fall, incorporate leaves, twigs, and branches into your displays. During the summer months, use beach themed items.

Your displays can capture imaginations using materials from television shows, celebrities, and local people in the news. For example, on a popular design show, a designer covered a wall with artificial grass instead of paint. Could it work on a smaller scale in a display case?

Visit thrift stores, garage sales, and wholesalers for props and ideas—especially at the end of a season, when accessories are being sold at discounted prices.

Consult your frame representatives. A trustworthy representative’s suggestion is worth considering. They may have great ideas that can help you brighten up your displays—for free.

Don’t be afraid to try something new. Your displays present a great opportunity to inspire your patients, and perhaps attract some new ones. For example, take it outside! Is your office on a broad sidewalk where displays can literally jump out of the window? Do you have portable cases that can be safely set outside the door to catch the eyes of passers by? Consider the potential of the added outdoor space, especially in spring and summer, when days are longer and brighter.