June 26, 2026
2 minute read
Hey, Bridger here.
Carson and I just spent an hour on the Shopify1Percent podcast with Jay Myers, and I walked away thinking it might be the most fun we've had talking about color all year. So I figured I'd write up a few highlights for anyone who'd rather read than listen. Although you should listen. It's a good one.
If Jay's name doesn't ring a bell, he co-founded Bold Commerce and built the very first upsell app on Shopify. The guy has been doing ecommerce for around 25 years. So when someone like that wants to spend an afternoon geeking out about color filters with us, you say yes and you clear the schedule.
Color is a point in 3D space, not a word
This is the idea we have been a little obsessed with, and Jay got it right away.
Most stores treat color like a label. You tag a product "blue," drop it in a menu, done. But color was never a word. It's a point in three-dimensional space. You've got a warm-to-cool axis, a green-to-magenta axis, and lightness running top to bottom. Every product lives somewhere in there, and once you see it that way, a list of color names starts to feel kind of silly.
That's the whole reason we built Infinite Color Search. Instead of asking a shopper to guess whether you filed something under "moss" or "fern" or "olive," they just touch the exact color they want on a wheel, and we show them what's closest.
3D color analysis by Hoppn.
The two black shirts moment
My favorite bit of the episode was when Carson pointed out that the black shirt I had on and the black shirt Jay had on were not the same black.
They really weren't. Mine carried more pigment, his leaned darker, and if you're someone hunting for a very specific black, those are two completely different products. A normal color dropdown calls them both "black" and moves on. That little gap is exactly where sales quietly disappear.
When Stranger Things moved the needle in real time
We also got into one of the wilder things we've seen in our data.
Body Glove is one of our partners, and in the latest season of Stranger Things, a character wears a Body Glove wetsuit. When those episodes dropped, we watched in real time as shoppers went straight to the wheel and searched the exact two-tone combo from the show. No tagging, no campaign, just people chasing a color they saw on screen. You can't plan that. But you can be ready for it.
Color is a real growth lever, not a nice-to-have
I'll keep the numbers short, because we talk about them plenty elsewhere. Across our brands, shopping by color drives around 1.6x bigger carts and a 3.5x lift in conversion through the wheel. One of our best partners saw a 67x return.
Jay said it better than I could: the only things that belong in your top navigation are the ones that lead to money. We think color is one of them.
Give it a listen
Go check out the full episode on Shopify1Percent, wherever you get your podcasts. Jay actually pushed us to get specific, which made for a much better conversation than the usual founder chat.
And if any of this made you look at your own store's color filter a little differently, come say hi. You can see Infinite Color Search in action or book a quick walkthrough with me or Carson. We're the ones taking the calls.
And if you’re looking for one of the best Shopify podcasts, Shopify1Percent is a great one to subscribe to!
