David Cameron is an expert in designing and building optical spaces. Here he provides his key tips to help you elevate your practice.
1. NAIL YOUR BRAND IDENTITY
Your practice should scream your brand’s ethos. This isn’t just about looking good; it’s about embedding your values into every square inch. Make your space a physical manifestation of what you stand for.
2. ENGAGE AN INTERIOR DESIGNER /ARCHITECT
You can DIY a lot of things, but retail design isn’t one of them. The stakes are too high. An architect or interior designer doesn’t just make it look good – they get how customers and staff interact with the space. They create an environment that enhances the customer experience, streamlines operations, and ultimately drives sales. It’s about more than aesthetics; it’s about functionality that delivers results.
3. COLOUR CONSISTENCY = PROFESSIONALISM
Stick to a colour palette that’s on-brand. Consistency isn’t just visually appealing; it’s the hallmark of a brand/store or practice that has its act together.
4. VISUAL MERCHANDISING: SHOW, DON’T TELL
Your displays should be seductive. Group products by themes that tell a story. Make your customers feel like they need what you’re selling because, well, they do.
5. FLEXIBILITY CAN KEEP THINGS FRESH
Retail is dynamic – your space should be too. Incorporate some modular fixtures, point of sale, marketing images, and media that can be changed with the seasons, trends, and consumer behaviour without breaking a sweat… or the bank.
6. EYEWEAR DISPLAY: PRIME REAL ESTATE
Optical glasses and sunglasses aren’t just a necessity; they’re a fashion statement. Your display should treat them like art. Well-lit, organised, and front-and-centre.
Make trying on glasses an experience, not a chore. Have mirrors close by so trying on new looks is easy.
7. LIGHTING: PRECISION IS KEY
Optometry is about vision, so your lighting should be on point; bright where it counts, soft where needed. Create an environment that’s easy on the eyes, literally and figuratively. Enhancement is key with some elements of mystique. I’m not a big fan of super clinical so I use lower Kelvin lights when I can.
8. EXAM ROOMS: PRIVACY AND COMFORT
Ideally your consult rooms should be sanctuaries of calm. Private, clean, and comfortable. Patients should feel at ease, not like they’re in a sterile lab. Nobody likes going to the dentist.
9. INFORMATIONAL SIGNAGE: EDUCATE AND UPSELL
Signage isn’t just decoration – it’s your silent salesperson. Keep it clear, concise, and informative to guide and inform customers. But remember, balance is key. Overwhelm them, and your message ends up in the TL;DR bin. (tooooo long, didn’t read).
10. TECH INTEGRATION: MAKE IT SEAMLESS
Use digital tech screens for product information, and interactive displays for frame selection. The rule is to enhance the experience, but not overwhelm it. And keep it fresh – poster holders can get neglected and it’s easy to fall behind on the latest brand campaigns, which makes shop windows look dated. The last thing people want to see is a faded Burt Reynolds poster rocking aviators and flares.
David Cameron is the Managing Director of DB Projects in Sydney.
Visit: dbprojects.com.au.