Products - Proven Accessory
Eyewear Provides A Wearable Ad Platform
If the eyes are the window to the soul, then eyewear is window dressing of the highest order. No wonder some folks can’t seem to separate themselves from their glasses, regardless of their need for them. Not only does the appeal of eyewear extend far beyond those who require corrective lenses, but it involves a lot of play with styles that are significant to certain eras and certain cultural subsets as well.
“We’ve found that a lot of clients are looking at a style called ‘Geek’ or ‘Nerd,’ with a simple clear lens,” says Sylvain Faber, president of Eyevertising (asi/57371). “It’s the smart and stylish look that a lot of companies look for specifically.”
And as the taste for retro fashion ebbs and flows, you can expect eyewear to be a big part of how wearers connect themselves to the decades in which their parents or grandparents were flourishing. “There is the classic wayfarer frame design which has made a big comeback among younger generation clientele,” Faber continues. “It’s a very popular style that fits and looks good on pretty much everyone.” Faber also cites mirrored lenses as a persistent trend that calls to mind the 1980s in all its Top Gun glory.
Francis Rodenbaugh, account executive with Pop! Promos (asi/45657), outlines some of the creative approaches that are pushing eyewear branding forward. “We are just rolling out a type of lens printing called half-tone,” he says. “This is great for a client who wants a logo all over the lens, but doesn’t want stickers on the lenses.”
Stickers, Rodenbaugh explains, permit coverage of the entire lens but require a pattern of small holes be cut in the sticker to allow the user to see out. It’s a bold branding approach, but maybe not best for every client. “That is why half tone is so great,” says Rodenbaugh, “because we can put a pretty a big logo on the lens and wearers will still be able to see through it.”
Electroplating is another option, one that chemically binds the image to the lens. “We suggest this type of lens printing for clients who want a logo in the corner of the glasses,” he says.
Faber also has some imprinting techniques that are perfect for the visionary brander. “Step-and-repeat is super popular now too,” he says. “It’s very popular especially with college and sports teams.”
Faber is also bullish on silk imprints on the lens, usually a small imprint on the lens’ upper corner. “It’s something that is available with spot printing, mostly, but it’s a great premium that’s being added to promotional shades.”
Clearly, eyewear continues to evolve as a fun, effective way to advertise while incorporating ever-changing styles of dress and promotion.