Color Connection
TREND #1

LOOK OUTSIDE

Eiseman stresses the importance of being tuned-in to color trends that emanate from outside the optical industry. “It’s important not get a little myopic and only look within your own field,” she says. “There is so much information online about color today that the average consumer is much more color savvy. Retailers have to stay on top of that if they’re going to be selling a product that utilizes color.”

Eiseman also points to the current trend to embrace more color in eyewear, some of which is being drawn from other consumer product areas.

MAKING THE CONNECTION: “Look beyond your own field to learn about some of the upcoming color trends,” she says. “For example, look at concept cars and what’s coming up in the future. The consumer looks at those fantastic colors and finishes and they have an expectation level that if one color is available in concept cars, they want that in other product areas, as well.”

Color Connection
TREND #2

STUDY BOTH HIGH + LOW COLOR TRENDS

Eiseman also suggests looking at consumer product areas like cosmetics. “This is such an important new indicator of where things are going,” she notes. “Looking at apparel fashion for colors and color combinations is always important—but it’s not just about looking at high-end fashion, it’s about looking at all levels.”

MAKING THE CONNECTION: Eiseman notes that there is an opportunity to sell more merchandise because of the greater availability of colors. “Once you understand the color trends, you can then bring in other items into your displays, like cosmetics,” she says. “Open up a couple of tubes of gorgeous lipsticks or display some great-looking nail polishes—anything that has an obvious color story to be told.”

Color Connection
TREND #3

DISPLAY BY COLOR

Eiseman suggests also considering a color-focused approach to your frame displays. “It’s typical when you’re looking at eyeglass frames to see them done by designer,” she says. “But, there’s a case to be made for displaying them by similar colors. This is the way people buy many products today.”

MAKING THE CONNECTION: Eiseman suggests taking a color test run by displaying a section of your frames by color. If that’s too overwhelming, or you need to keep products arranged by brand/designer, then try displaying by color within designer or brand groupings. This will make it easy to show patients and customers frames that fit a certain color they’re looking for.

Color Connection
TREND #4

USE COLOR TO DRAW ATTENTION

According to Eiseman, studies have shown that color can draw customers’ attention in a retail setting. “Using color in displays or interior design can really attract attention to a particular area—it can really entice people and pull them in,” she says.

If that’s not a possibility because of store configuration, create a vignette by color. Take a vertical narrow board and put that behind a display of eyeglasses. At least you’ve got that color that is attracting the consumer’s eye. This feels new and fresh, creating vignettes. Purchase thick board at an art supply store, something that’s elegant looking and covered in silk or ultrasuede, and put that behind the display.

MAKING THE CONNECTION: One way to employ color effectively is to use it to draw the eye as customers shop. “When consumers walk into a store, most people are inclined to look to the right first,” says Eiseman. “So, in the back left of your store, create a strong color display, such as a grouping of like colors like all red frames or all blue frames or all metallics. Repeating color really does capture the consumer’s eye.”

Eiseman adds that this strategy is a great trick to get people to visit a portion of the store—or at least call their attention there.