{"id":4611,"date":"2019-05-21T07:59:40","date_gmt":"2019-05-21T02:29:40","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=4611"},"modified":"2024-01-10T18:26:35","modified_gmt":"2024-01-10T12:56:35","slug":"4-ways-you-can-get-color-wrong","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/ai-in-retail\/4-ways-you-can-get-color-wrong\/","title":{"rendered":"4 Ways You Can Get Color Right: A Retailer&#8217;s Guide"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69f88e60dec56\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69f88e60dec56\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/ai-in-retail\/4-ways-you-can-get-color-wrong\/#contradicting-cultural-geographical-annotations\" title=\"Contradicting Cultural &amp; Geographical Annotations\">Contradicting Cultural &amp; Geographical Annotations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/ai-in-retail\/4-ways-you-can-get-color-wrong\/#age-and-gender-as-a-factor\" title=\"Age and Gender As A Factor\">Age and Gender As A Factor<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/ai-in-retail\/4-ways-you-can-get-color-wrong\/#nomenclature-discrepancies\" title=\"Nomenclature Discrepancies\">Nomenclature Discrepancies<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/ai-in-retail\/4-ways-you-can-get-color-wrong\/#-90-of-snap-judgements-about-products-can-be-based-on-color-alone\" title=\"| \u00a090% of snap judgements about products can be based on color alone.\">| \u00a090% of snap judgements about products can be based on color alone.<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.vue.ai\/blog\/ai-in-retail\/4-ways-you-can-get-color-wrong\/#product-discovery\" title=\"Product Discovery\">Product Discovery<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.vue.ai\/blog\/ai-in-retail\/4-ways-you-can-get-color-wrong\/#a-stepping-tool\" title=\"A Stepping Tool\">A Stepping Tool<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.vue.ai\/blog\/ai-in-retail\/4-ways-you-can-get-color-wrong\/#see-vueais-product-tagging-tool-in-action-here\" title=\"See Vue.ai&#8217;s Product Tagging tool in Action here.\">See Vue.ai&#8217;s Product Tagging tool in Action here.<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400;\">Color plays a central role in our everyday lives. We perceive different colors with different annotations. They not only affect how we feel about certain objects, but also helps us express our emotions. All of our shopping and fashion choices are heavily influenced by color depending on our affiliations. While some of us may prefer warmer colors like reds or yellows, others may prefer their cooler counterparts like blues or greens. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">When shopping, these preferences are further influenced by various other factors like the occasion we are shopping for, the seasonal trends and fashion trends. The color choices for any occasion changes depending on the geographical and cultural backgrounds. As for the seasonal influences, bright, warm colors like red and yellow are preferred in the summer while more earthy, neutral shades like green, brown and orange are preferred during fall. Winter sees the rise in colors like monotonous gray, black or white, while vibrant colors like blue, pink and green are more popular during spring. <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"contradicting-cultural-geographical-annotations\"><\/span><strong>Contradicting Cultural &amp; Geographical Annotations<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Color preferences are affected by cultural annotations, geographic locations and the different ways in which people express themselves around the world. <\/span><span style=\"font-weight: 400;\">Colors have a variety of broad associations in some parts around the world, however they are frequently much more specific in some others. This leads to a lot of confusion among retailers who want to focus on various marketplaces around the world. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Color Psychology is a principal part of the norms that dictate how each color has to be used with respect to traditions and occasions, especially for the Eastern countries.<\/span> <span style=\"font-weight: 400;\">For example, in some countries like the US, White is worn by brides in weddings while in countries like China, it is worn in mourning. In the Western and Japanese cultures, Red symbolises love, romantic feelings on one hand and anger, danger on the other. The same color signifies auspiciousness and divinity in South Asian countries. Another common example would be the Eastern countries\u2019 inclination towards vivid, bright colors like red, orange etc, as compared to the West.<\/span><\/p>\n<figure id=\"attachment_4612\" aria-describedby=\"caption-attachment-4612\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4612\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/2552_ColoursInCulture-3-300x208.png\" alt=\"\" width=\"750\" height=\"521\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/2552_ColoursInCulture-3-300x208.png 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/2552_ColoursInCulture-3-768x534.png 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/2552_ColoursInCulture-3-1024x711.png 1024w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-4612\" class=\"wp-caption-text\">Source: Information is Beautiful<\/figcaption><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"age-and-gender-as-a-factor\"><\/span><strong>Age and Gender As A Factor<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A study by <\/span><a href=\"http:\/\/www.joehallock.com\/edu\/COM498\/preferences.html\"><span style=\"font-weight: 400;\">Joe Hallock <\/span><\/a><span style=\"font-weight: 400;\">on color listed out key factors that affect a person\u2019s preferences based on their age and gender. As kids, the brightest colors in the color spectrum attracts our eyes. As we age, our preferences shift due to cultural and social factors, making us favor considerably darker shades and various other hues or tints. In his book, <\/span><i><span style=\"font-weight: 400;\">Color Psychology and Color Theory,<\/span><\/i><span style=\"font-weight: 400;\"> Birren states that <\/span><span style=\"font-weight: 400;\">\u201cWith maturity comes a greater liking for hues of shorter wavelength (blue, green, purple) than for hues of longer wavelength (red, orange, and yellow)\u201d. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Blue is an equally liked color by both genders, but it is not so for other colors. W<\/span><span style=\"font-weight: 400;\">omen favor softer colors, pastel shades while men go for brighter hues. Women are also more interested in specific shades of a color as compared to men and categorise it accordingly. For example, specific shades like \u2018Grape\u2019, \u2018Orchid\u2019 or \u2018Lavender\u2019 appeal to women while men tend to categorise and search for it under one collective label \u2018Purple\u2019.<\/span><\/p>\n<figure id=\"attachment_4613\" aria-describedby=\"caption-attachment-4613\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4613\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/Screenshot-2019-05-21-at-11.01.22-AM-247x300.png\" alt=\"\" width=\"750\" height=\"911\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/Screenshot-2019-05-21-at-11.01.22-AM-247x300.png 247w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/Screenshot-2019-05-21-at-11.01.22-AM.png 513w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-4613\" class=\"wp-caption-text\">Source: Neil Patel<\/figcaption><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"nomenclature-discrepancies\"><\/span><strong>Nomenclature Discrepancies<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Today, more than half the consumers around the world prefer shopping for fashion online than offline, while 64% consult a fashion retailer\u2019s website before making a purchase. Being<\/span><span style=\"font-weight: 400;\"> one of the most persuasive visual cues, colors play a crucial role in any shopper\u2019s decision to buy a product on an eCommerce website. <\/span><\/p>\n<blockquote>\n<h3><span class=\"ez-toc-section\" id=\"-90-of-snap-judgements-about-products-can-be-based-on-color-alone\"><\/span><em><span style=\"font-weight: 400;\">| \u00a0<\/span><a href=\"https:\/\/www.webinterpret.com\/au\/blog\/sell-the-right-colour-the-power-of-colour-in-international-e-commerce\/\"><span style=\"font-weight: 400;\">90% of snap judgements about products can be based on color alone<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/em><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/blockquote>\n<p><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Understanding how each color is perceived based on different cultures is key to understanding how well they resonate among the shoppers of different geographies. It also helps retailers discern the different names that might be used to define the same color. For example, a lighter shade of purple, might be referred to as either \u2018lilac\u2019 or \u00a0as \u2018light purple\u2019. A darker shade of red, might be referred to both as \u2018dark red\u2019 or \u2018wine red\u2019. The nomenclature of colors varies around the world depending largely on culture, geography and gender as stated above. So, it then comes down to how you tag colors accurately so that the shoppers are able to find a product in the desired color online.<\/span><\/p>\n<figure id=\"attachment_4615\" aria-describedby=\"caption-attachment-4615\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4615\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/Screenshot-2019-05-21-at-11.04.10-AM-300x187.png\" alt=\"\" width=\"750\" height=\"468\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/Screenshot-2019-05-21-at-11.04.10-AM-300x187.png 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/Screenshot-2019-05-21-at-11.04.10-AM.png 598w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-4615\" class=\"wp-caption-text\">Source: Digital Synopsis<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">All the colors in the above image are various shades of red. But we cannot expect the shoppers to know the name of each shade. At the same time, we cannot assume that they will search for different shades under the category \u2018red\u2019 alone. This leads to the next problem that retailers face: How to tag the colors properly so that product discovery is not affected? <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"product-discovery\"><\/span><strong>Product Discovery<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In an experiment with <\/span><a href=\"https:\/\/www.vue.ai\/blog\/ai-in-retail\/personalized-product-recommendation-retail\/\"><span style=\"font-weight: 400;\">Dynamic Personalization<\/span><\/a><span style=\"font-weight: 400;\"> on a leading marketplace in Asia, we observed that similar product recommendations personalized on color got better engagement and conversions than those personalized on attributes like pattern or shape. When a buyer searches online for a product, they filter out products primarily based on color, sometimes without even realising it. Their search for a product online does not just end with identifying a product with specifications that suits their needs but in a color that most appeals to them. Ultimately, color becomes an important attribute that nudges a shopper to purchase the product. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For retailers, this means that when they prepare product content for their ecommerce site, the tags they use to specify colors are as of equal importance as the ones that determine the fit, shape, and length of a dress. Hence, the accuracy of a product\u2019s tags; especially that of color becomes very important. A product, unless completely solid, will definitely have more than one primary color. Identifying all the colors in the product is the first step in approaching this challenge. <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"a-stepping-tool\"><\/span><strong>A Stepping Tool<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In highly competitive industries like Retail, discoverability of a product based on color plays a crucial part in product search, customer interaction and ultimately, informed buying and merchandising decisions. Vue.ai&#8217;s Product Tagging tool, being an automated product tagging tool offers this and more. It can automatically tag and categorise entire product catalogs not only based on color but with other attributes like pattern, length, neckline, sleeve-type and more. It extracts attributes at a fraction of time and cost incurred by retailers today. Vue.ai&#8217;s Product Tagging tool\u2019s capability to offer client specific and multilingual nomenclature allows multiple tags to be attributed to the same product.<\/span><\/p>\n<figure id=\"attachment_4616\" aria-describedby=\"caption-attachment-4616\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4616\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/shutterstock_584622376-300x300.jpg\" alt=\"\" width=\"750\" height=\"750\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/shutterstock_584622376-300x300.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/shutterstock_584622376-150x150.jpg 150w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/shutterstock_584622376-768x768.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/shutterstock_584622376-75x75.jpg 75w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/shutterstock_584622376-80x80.jpg 80w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/05\/shutterstock_584622376.jpg 1000w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-4616\" class=\"wp-caption-text\">Source: Shutterstock<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">When a product is tagged by automated solutions like <a href=\"https:\/\/www.vue.ai\/solutions\/automated-product-tagging\/\">Vue.ai&#8217;s Product Tagging tool<\/a>, it automatically tags all shades of the color present as well as the color itself. For example, in the image above <\/span><span style=\"font-weight: 400;\">the dress is primarily <\/span><i><span style=\"font-weight: 400;\">purple <\/span><\/i><span style=\"font-weight: 400;\">in color<\/span><i><span style=\"font-weight: 400;\">. <\/span><\/i><span style=\"font-weight: 400;\">\u00a0But <\/span><i><span style=\"font-weight: 400;\">white<\/span><\/i><span style=\"font-weight: 400;\"> is a secondary color and the little bit of <\/span><i><span style=\"font-weight: 400;\">yellow<\/span><\/i><span style=\"font-weight: 400;\"> in the pattern is the tertiary color. The more deeper and detailed the tags are, the better its chances of being discovered, as it would be tagged under \u2018purple\u2019, \u2018white\u2019 as well as \u2018yellow\u2019 in color.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In addition to this, it will also be tagged under \u2018floral pattern\u2019, \u2018knee length\u2019 and \u2018fit and flare\u2019. So when a shopper searches for \u2018white floral patterned dress\u2019, the chances of this dress being discovered improves tremendously.<\/span><span style=\"font-weight: 400;\"> It would be tagged under \u2018lavender\u2019 as well as \u2018purple\u2019 to avoid losing out on a potential shopper due to nomenclature discrepancies. This also helps retailers to grant unique names like \u2018atomic pink\u2019 and \u2018laser yellow\u2019 and still ensure that the product comes up under broader, common tags like \u2018pink\u2019 and \u2018yellow\u2019. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most often than not, the simple knowledge on what works well with your shoppers, and how you can improve that particular aspect of their journey makes all the difference in the world. Color tagging is something that\u2019s so obvious yet underrated in eCommerce. Using Product Tagging allows you digitize the product 10 times faster, leading to faster time to market and significant cost savings thereby improving the shopper\u2019s product discovery experience and ensuring their commitment to your brand! <\/span><\/p>\n<h3 style=\"text-align: center;\"><span class=\"ez-toc-section\" id=\"see-vueais-product-tagging-tool-in-action-here\"><\/span><a href=\"https:\/\/www.vue.ai\/solutions\/automated-product-tagging\/\"><span style=\"font-weight: 400;\">See Vue.ai&#8217;s Product Tagging tool in Action here.<\/span><\/a><span class=\"ez-toc-section-end\"><\/span><\/h3>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> Color plays a central role in our everyday lives. We perceive different colors with different annotations. They not only affect how we feel about certain objects, but also helps us express our emotions. All of our shopping and fashion choices are heavily influenced by color depending on our affiliations. While some of us may prefer  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":4618,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1162],"tags":[58,264,267,265,266,150],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>4 Ways You Can Get Color Right: A Retailer&#039;s Guide | Vue.ai Blog<\/title>\n<meta name=\"description\" content=\"Our affiliations, the occasions we shop for, and the geographical and cultural annotations heavily influence color and our shopping and fashion choices.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vue.ai\/blog\/ai-in-retail\/4-ways-you-can-get-color-wrong\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta 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