What Does This Place Stand For?
Signals that answer the question before you do.
We like to believe that we make decisions logically; that we compare features, assess price, weigh up pros and cons. Sometimes we do, but the way we come to decisions as humans isn’t always logical. Most of the time, we don’t have the luxury of full information. So we infer. We figure it out and draw conclusions by using reasoning, clues and ‘evidence’ rather that being told directly.
We infer from atmosphere. From tone. From pace. From expressions. From small visible investments. From what feels coherent (or not).
A restaurant with a short, edited menu signals confidence.
A handwritten note signals care.
A quiet, measured answer signals authority.
These signals shape trust. And trust, more often than not, is built on signals rather than specifications. In optics, this matters more than we tend to acknowledge. Because before a patient understands lens design, or coatings, or frame construction, they are already interpreting what kind of place they are in.
They are reading signals.
Not just price signals, although those matter too. They’re reading the signals of belief, commitment, coherence and intent that are communicated through behaviour. The reality is we are all sending and receiving hundreds of signals every day, whether we mean to or not. I guess I’ve been wondering how many of those signals can we consciously design to have the desired effect on the people we serve.
Over the past few months I’ve noted various examples of signalling so wanted to share three examples that might help you think about this in practice. Although these are practice based examples, for any optical business it’s worth considering what you’re signalling.
1. When the Intangible Becomes Tangible
Lens performance is intangible for a patient until it’s made, purchased and put in front of their eyes. We explain it with diagrams, we describe it with words and we simulate it on screens; all of which signals technical knowledge. But when a patient can place their own prescription into a physical trial frame (as with Nikon’s Atelier system), and experience the difference between lens designs before committing, something changes.
That signals:
Transparency.
Confidence in the outcome.
A willingness to evidence rather than persuade.
Trust in the patient’s ability to perceive value for themselves.
It actually reduces the abstract.
It says:
“You don’t have to imagine this. You can experience it.”
Somehow the emotional weight of the decision changes for the patient when they can experience the outcome before commitment. They also get to feel confident that they’ve made the right decision, they’ve reduced the ‘risk of failure’ element we’ve explored before and perhaps the best bonus of all for them - they don’t feel ‘sold to’.
When something invisible becomes tangible, trust increases. We knew this already, that’s why most dispensing desks are stacked with lens samples. I just think Nikon have taken it a step further and instead of introducing technology that feels unfamiliar to the patient, they’re showing them something real through something they already know; the trial frame.
Want to see it?
Arrange an appointment to view at 100% Optical or contact your area Business Consultant. Stand D20. Click here.
2. The Extras That Signal Everything
A glasses case could simply be a case. A cleaning cloth could simply be functional.
They are, technically, peripheral items, not the main item. But when packaging is considered, it signals something far beyond protection.
It signals:
Care.
Attention to detail.
Pride in the object.
A belief that this product is meant to be kept.
Disposable packaging signals transaction, where designed, intentional packaging signals identity. Patients may never comment on the case directly, but they do notice when something feels thought through. And thoughtfulness is interpreted as standards.
The most recent example of this for me occurred with Pewpols. Their frames will be part of an upcoming event I’m running. Yet as much as I’m impressed by the frames, I don’t mind admitting I did a little happy dance when I saw the packaging. In recent years we’ve all noticed the the tiny adjustments and compromises being made with eyewear packaging; it’s totally understandable and a key way that eyewear manufacturers can manage margins when production costs are high. So seeing such beautiful packaging design that perfectly illustrates a story with meaning, really did impact my perception of this brand.
Want to see it?
Click here and scroll below the product to view and read the story of this beautiful packaging. There’s something else they’ve included too that I don’t see here - a fabulous ‘newspaper’ showing illustrations and drawings that fits inside the box for the end wearer to read.
3. When Expertise Is Made Visible
Authority isn’t just spoken, it’s demonstrated. When a practice hosts styling event days, it isn’t simply selling frames and filling diary space.
It signals:
Confidence in aesthetic judgment.
Expertise beyond clinical competence.
A point of view.
A willingness to stand behind recommendations publicly.
It says:
“We don’t just dispense. We guide.”
That distinction matters, because visible expertise reassures people in ways that quiet competence sometimes doesn’t. And reassurance is part of what patients are buying.
The Wider Question
If we are constantly signalling; through money, time, environment, behaviour and detail, then what are we actually communicating? There are no right or wrong answers here; provided the signals are coherent for your target audience in your practice environment. It’s when there are mismatches between what you signal and what’s provided - that’s when trust can erode.
What does your frame range signal?
What does your window display signal?
What do your details signal?
What do your events signal?
Because before patients understand what you do, they’ve already decided what you are.
For paid subscribers, I’ll be sending a signalling audit, practical prompts and questions to help you assess what your practice, team or brand may be communicating before anyone reads your website or walks through your door.
The signals are already there, the opportunity is simply to see them clearly and start designing them intentionally.