This topic is red hot.
Online shopping is always like gambling, but there is one controversial detail that allows you to turn the perfect piece into fashion fumble, colours.
And for the majority of web customers, the one color that confuses them all is red.
Yotpoanalysing 51 million customer reviews, an e-commerce marketing platform, found that 70% of those who mention the red color were negative. Retail Brew reported.
The main problem with red products was the shadowy contradiction of red that customers thought were getting.
“This sweatshirt doesn’t look like the photo,” according to a one-star review that said in the report, it won’t name the retailer. “Raspberry Red – Nothing like the soft coral in the photo.”
According to the report, there is no way to know if the mixing is the fault of the brand or consumer.
The brand may have taken poorly or shot items with bad lighting when taking images of the product. Meanwhile, the screen settings of a consumer’s device may be distorted in color.
Anyway, brands have a high interest as they face potential customer losses and have to deal with the likelihood and costs of the product being returned.
This report advised brands and companies to explain the shade of red in product descriptions to avoid this kind of confusion and hassle.
“Use a description of a specific color (think “cherry red” or “brick red”),” the report suggested.
We also recommend shooting products next to “familiar red objects like strawberries” and shooting them in different lighting settings to see how the colors differ in different situations.
