Barbara Wright: Give 'Em an Eyeful

optical design practice design Barbara Wright INVISION

The best two places to put your highest-margin merchandise

This article originally appeared in the March 2015 edition of INVISION.

There are six vertical height zones for displays, but only four of them work for eyewear. Zones 1 and 6 are not effective for eyewear. Zones 2 and 5 can work with the right kind of frame holders. Zones 3 and 4 are the sweet spot for display.

Zone 1: Stretch Level — above 6 feet. This is the least valuable display zone. Products placed above this height get little attention from shoppers.

Zone 2: Above Eye Level — 5 to 6 feet. Frames can be displayed successfully on shelves within this level if you use tiered displays that present the frames face out close to the front edge of the shelf.

Suggested eyewear display heights

Zone 3: Eye Level — 4 to 5 feet. Products at eye level sell best. Place your highest-margin, best-selling styles here. One study found that eye-level merchandise received 35 percent more attention than products on lower shelves.

Zone 4: Below Eye Level — 3 to 4 ft. This level is approximately at a shopper’s waist height, below eye level but within easy reach. This zone is second in terms of shopper attention, so it’s still a good place for high-margin merchandise.

Zone 5: Touch Level — 2 to 3 feet. Frames can be displayed as low as 2 feet above the floor if they are on a countertop or shelf facing up.

Zone 6: Stoop Level — less than 2 feet. Most shoppers don’t like to bend down, so this zone is the retail equivalent of the boondocks, relegated to low-margin products. Keep all your merchandise above the 2 foot level.

Next issue: Less is More.

BARBARA L. WRIGHT heads one of North America’s most award-winning and successful optical design firms, Barbara Wright Design. Barbara’s lively personality and humorous style backed with 30 years of “in the trenches” optical design experience make her a popular speaker and author. Get her free educational articles and videos on visual merchandising at