This theme is hot red.
Buying online is always a kind of bet, but there is a controversial detail that can turn the perfect piece into a loose ball: color.
And, for most web customers, the only color that confuses them is all red.
Yotpo, an electronic commerce marketing platform, analyzed 51 million customer reviews to discover that among those that mentioned the red color, 70% were negative, Minork Brew reported.
The main problem with red products was a discrepancy in the shadow of red that the client thought he was receiving.
“This sweatshirt is not similar to the photo,” said a review of a star in the report, without appointing the retailer. “Raspberry Red, nothing like the soft coral of the photo”.
According to the report, there is no way to know if confusion is the fault of the brand or consumer.
The brand could have misunderstood the article or had it in bad lighting when taking the image of the product. On the other hand, the consumer device screen configuration could be skewing the color.
Anyway, bets are higher for the brand, since it now has to face the potential loss of a customer, as well as deal with the probability and expenses of the product that is returned.
The report advised brands and companies to describe the tone of red in product descriptions to avoid this type of confusion and discomfort.
“Use specific color descriptions (think of ‘red cherry’ or ‘brick’),” the report suggested.
He also pointed out that it could be a good idea to photograph the products together with “family red objects such as strawberries” and shoot them in a variety of lighting settings to see how color varies in different situations.
