As a frequent online shopper, it is frustrating to do a product search that contains color and not find what I am looking for. Color can be subjective; although unique hues can differentiate shades or speak to a brand, it makes online shopping complicated.
In the fashion industry, mauve is a popular color in the Spring and Summer time. The color can be described as a muted, brownish pink. In apparel and even cosmetics, the color mauve has been widely used under terms “dusty rose”, “dusty pink”, “desert rose” and “nude”. These colors are common amongst merchants, but not with consumers.
The truth is that the ‘perfect search term’ is a constantly moving target. Especially with changes in trends, seasonality, culture, and media (such as the movie Fifty Shades of Grey), search terms will change. To maximize visibility for products, it is important to find out how consumers are searching colors.
What is Color Penetration?
Color penetration refers to how colors of a certain product accurately and meaningfully translate over to the shopping platform.
How Color Penetration Affects Business
Google Shopping uses primary colors to determine the color of the product. For instance, the color grid shows black, white, grey, red, etc.
Although unique color names – such as “chili red”, “engine red” and “red rush” describe different shades of red, Google Shopping may not interpret unique color names accurately. Consequently, this can impact product visibility and performance.
Google Trends also shows that these distinctive shades are not searched often enough to be meaningful. If the unique color name is not searched, it is likely that products with that color descriptor may not show the way you’d hope.
Manipulating the Color Attribute to Optimize Your Google Shopping Feed
Because color can be subjective, clustering the color attribute can be a complicated process (e.g. is teal green or blue?). In addition to partnering with your client, it is important to determine how to bucket unique colors into primary color categories.
For titles, it is the best practice to group colors based on Google Shopping’s existing color palette to ensure that the products are captured. According to Reiffen, optimizing titles within the product feed is essential because it impacts traffic volume. Because rewriting descriptions in the product feed has little impact over traffic volume, there is opportunity for unique color names such as “banana” and “lush green” to be included in the description in order to stay true to the brand.
- Polo shirt sold by merchant in the color “Banana”
Research has shown that humans process an overwhelming amount of information by categorizing stimuli to efficiently make decisions and make sense of the world (Feldman, 2004). In the context of e-commerce, organizing the data feed in a way that effectively translates onto the Google Shopping platform will ensure that users do not come across irrelevant search results.