color

Colour is one of the highest-intent filters in retail Shopping. Users searching "blue dress" filter to blue dresses; users searching "black trainers size 10" filter to size 10 in black. Items without colour drop out of those filtered views entirely, and the conversion rates on filtered traffic are dramatically higher than unfiltered.

The standard-colour-names rule is more important than it looks. "Navy" works; "Midnight Whisper" doesn't. Channels' classifiers can't map brand-marketing colour names to standard colours, so listings with marketing colour names lose all the filtering benefits. The strategic compromise: keep brand colour names in the title for aspirational positioning ("Midnight Whisper Wool Coat") but use standard names in the colour field ("Navy"). Best of both — brand language in the visible title, machine-readable filtering metadata in the structured field.

For multi-colour items, the slash separator (`Red/White/Blue`) handles up to three colours. Beyond three, use `Multicolour`. The slash separator is specifically what channels look for — comma-separated values get treated as a single weird string and lose filter eligibility.