Sep 26, 2025
3 minute read
Categorizing color
Humans have named colors since the beginning of language itself, and we’ve been arguing about whether that dress is blue or gold ever since.
We’ve long been able to identify Red, Yellow, and Blue, but this simplicity is misleading. Color like light itself is a spectrum. Don’t believe us? Try solving the below hypotheticals:
Where does Green end and Blue begin?
When is Yellow too dark to be Yellow?
When does Orange become Brown?
How Orange can Red be?
Can a very light Red exist? Or is that Pink?
When is Gray no longer Gray?
What color is this?
How about this?
Colors were never meant to be lumped together.
Many of the most popular colors are difficult to find, because words fail to describe them.
Before we improve this, we must first understand that color is three dimensional and has no borders. One color flows into the next.
In Ecommerce, how often do you see color filters similar to Nike’s?
Characterized by the classic list of Green, Blue, Yellow.... it’s a logical user experience if you don’t think about it.
Nike Market Cap: $105 Billion
Nike is a clever company. It understands that color is critically important. In fact, its website places it above price and size.
These filters only work well if...
Products fit neatly into each color category.
Shoppers have no desire for anything in between Green and Blue.
Products only have one color.
In reality, product colors are nuanced
Infinite Color Search captures nuance
Shoppers pinpoint any color, or combination colors. It then seamlessly ventures into harmonious colors as you scroll.
A choice for Shopify stores
As your store grows beyond 100 products, navigating by color is critical.
If your product colors are as generic as a Crayola Coloring Box, go with the traditional filters. Otherwise, Infinite Color Search may be right for you.
Have a connection to the Nike’s of the world?
We license our patented technology platform to enterprise businesses. Give us a ring!
