FRAME STYLING

THE 5 RULES OF FRAME STYLING

YOUR OPTICIANS CAN “WOW” YOUR PATIENTS WITH THIS CUSTOMIZED SELECTION PROCESS

Melanie Burley, Minneapolis, Minn.

“YOU KNOW, I’m spending all this money on frames and lenses, and no one has ever taken the time to explain things like why one lens is better than another or why certain frames won’t work with certain lenses. Maybe you can help me?” This is what my husband’s business partner said to me upon learning I’m an optician.

I told her I’d be happy to help. Then, I looked at her prescription, helped her choose an array of frames that would work, and I explained why they would work. Afterward, my husband’s business partner looked at me with wide eyes and a smile and said, “So, that’s how it works!” I’ve been her exclusive optician for 15 years now, and she owns roughly 35 frames.

What I did with this consumer (and several others before and since) is frame styling, or guiding the consumer in selecting eyewear that perfectly fits him or her. It results in sales and loyalty because consumers place a lot of value on services that make them feel and look good.

Here, I provide the five rules of frame styling, so your opticians can increase sales and create consumer loyalty to your optical.

1 HOSPITALITY

Instruct your opticians to view your patients as “guests.” Those with experience in the hospitality business know that if you make a first visit unpleasant, the visitor may not return. This is true no matter what type of super, fantastic product you may have on your shelves.

To project hospitality, pay attention to the little things: lighting, music and temperature are good examples. To start, your optical’s lighting should be bright enough for the guest to see but not so bright that it reveals his or her wrinkles and/or blemishes. (No consumer wants to see that.) Translation: Use soft, natural lighting, such as rose lighting tones. With regard to music, it should be something that caters to the demographic and look of the optical. (See, “The Smell and Sound of Success,” at http://bit.ly/1EJ6xFl.) In terms of temperature, 74° has been shown optimal for retail establishments.

In addition to these environmental items, your opticians should be sure to open doors, pull out chairs, offer a beverage, such as coffee or water, and smile. They must make it a friendly reception the guest won’t forget, so he or she will want to return.

2 PRESCRIPTION

Excellent opticians always look at the prescription before moving to the frame boards because the prescription determines the type of lens design the frame will accommodate, as well as the optimal lens material for the prescription.

Some points for your opticians to remember about specific prescriptions:

• Single vision prescription. Most frames work in this situation. By that, I mean frames with a narrow or a shallow “B” measurement and deeper frames can also be suitable. Your opticians should be careful, however, not to choose a delicate-looking frame with a higher minus prescription. The reason: A high-minus prescription looks very thick on the outside, so a delicate frame focuses attention on the patient’s prescription. Instead, your opticians should select a full frame that hides the patient’s -6.00D prescription, or whatever it may be.

Also, don’t select anything too terribly wide with a high-plus prescription because frames wider than the consumer’s temples tend to magnify the face in an unflattering manner.

• Bifocal and trifocal prescriptions. Your opticians should choose a “B” measurement for these guests. Your opticians must remember that a minimum fitting height of 12mm is needed for a bifocal, and 16mm for a trifocal. If the guest is currently wearing a frame that contains a bifocal or trifocal, make sure your opticians know to measure the segment height as a selection guide to ensure the most comfortable transition into a new frame.

• Progressive prescriptions. A majority of these guests will appreciate the new soft digital lens designs, but the transition into these lenses can be easier if your opticians choose a frame from the manufacturer the patient is currently wearing. The reason: It is what he or she is used to. For fitting purposes, your opticians should also try to stay near a segment height the guest is accustomed to. Although 14mm segments are the industry minimum, not every lens will accommodate this short height. Therefore, your opticians should check lens manufacturer’s recommendations for minimum heights. Your opticians must remember that at least 10mm from the top of the frame to the center pupil is needed for optimum vision.

3 GUEST LIFESTYLE

After your opticians have examined the prescription and know which frames will work, they should inquire about the guest’s lifestyle. Specifically, your opticians should go through the following list of questions to determine the most appropriate frame for the guest:

• What do you do for a living?

• What are your hobbies?

• What do you like about your current eyewear?

• What do you dislike about your current eyewear?

• Are you adventurous with color?

Once your opticians have these answers, they will also be able to determine the ideal frame material: zyl (great for general wear and fabulous color combinations), metal (for durability and adjustability), rimless (a light-weight no-fuss approach for someone who does not frequently remove his or her glasses) or alternative materials (wood and horn — ideal for guests with a desire for a unique personal style).

1 Basedown triangle faces look best in frames heavily accented on the top half, such as semi-rimless and aviator frames.
2 Oblong faces look best in round frames with decorative or contrasting temples.
3 Oval faces look best in frames as wide as the broadest part of the face.
4 Round faces look best in angular shapes, such as rectangles.
5 Square faces look best in oval or round frames.
Courtesy of The Vision Council

4 FACE BALANCE

Face shape and temple length also determine the ideal fit. With regard to face shape, round faces look best in angular shapes, such as rectangles; oval faces look best in frames as wide as the broadest part of the face; oblong faces look best in round shapes with decorative or contrasting temples; basedown triangle faces look best in frames heavily accented on the top half, such as semi-rimless and aviator frames; baseup triangle faces look best in frames wider at the bottom or rimless styles; and square faces look best in oval or round frames.

To find a good-fitting frame, your opticians should always start with the bridge fit. For example, a fixed bridge, such as that found on a zyl frame, should rest completely on the nose, meaning there shouldn’t be any gaps. Frames with adjustable nose pads can be altered for a customized bridge fit, but your opticians should make sure the distance between lenses is not too wide or narrow for the nose. The reason: The lenses should never touch the nose.

With regard to children, your opticians should consider plastic frames because nose pads inevitably bend, causing the glasses to shift and the prescription to be no longer centered. This requires parents to have to constantly present for adjustments.

Finally, a proper temple length will end just past the middle of the back of the ear in a curved style. A skull or library temple should hug the sides of the head without any one pressure point. The length of this style temple should extend no farther than approximately 1 ½ inches past the back of the ear. Your opticians should pay close attention to the top edge of the frame; it should not rise above the eyebrows, and the lower edge of the frame should not touch the cheeks even when the wearer smiles. I see a lot of children who have ridiculously long temple lengths. They have these tiny little faces, but temples for adults. As a result, their glasses just don’t fit; they slide around, rub, etc. Temples on children should not exceed 2 inches behind the ear. Often, opticians are so focused on how the frame looks from the front, that they overlook this very important item.

All together, the frame should help balance the guest’s face. Eyes should be relatively centered in the lenses, and the width of the frame should not exceed the overall width of the guest’s face.

5 COLOR ANALYSIS

Your guest’s skin tone is an important factor in choosing frame color. Again, the guest wants to look good. Complexions come in two color bases: yellow and blue. Warm or yellow tones look best with brown, burgundy, red, orange and gold. Cool or blue tones tend to look best with blue, black, gray, lavender and silver.

RETAINING GUEST LOYALTY

Frame styling is an art and a science and differentiates the optical selection process for your guest, as illustrated by the story I told at the beginning of this article. Following these five rules, while addressing (in detail) the purpose behind each one, will reinforce your hospitable brand and create a memorable experience for guests that will make them want to return. (Have your optician take the “Frame Styling Quiz” on p.27.) OM

MELANIE BURLEY founded Ladybird Optical Services two years ago in Minneapolis to provide temporary staffing and optician training to area optometric practices. She has been a certified optician (A.B.O.C) for the last 15 years. Email her at melanie@ladybirdopticalservice.com, or send comments to tinyurl.com/OMcomment.