Last year, the Vision Council surveyed over 10,000 consumers to determine what factors most influence their decision when purchasing eyeglasses. Survey participants were asked to rank five distinct factors in order of importance. The results may surprise you. Despite the impression one may get from the glamorous ads in trade magazines or the huge booths at trade shows, consumers actually place a relatively low emphasis on designer names. As shown in the above chart, the designer name of a frame ranked fifth in importance on the list of what influences eyewear choices. Instead, consumers care far more about a frame's durability, style, fit, and material. Does that surprise anyone that quality and style reign supreme?