Short answer. color is the product’s colour in words, up to 100 characters in total and 40 per colour, at most three colours separated by slashes (Red/Green/Black), matching the colour name on your landing page, with no hex codes and no non-colour words. Required for all Apparel & Accessories products in free listings, and in Shopping ads for Brazil, France, Germany, Japan, the United Kingdom and the United States; optional elsewhere.
| Attribute | color |
|---|---|
| Requirement | Required for all Apparel & Accessories products in free listings, and in Shopping ads for Brazil, France, Germany, Japan, the United Kingdom and the United States; optional elsewhere. |
| Format |
|
Google’s rules for color
- Match the colour name shown on your landing page.
- Don’t use single letters, images, or non-colour values such as variety, mens, N/A.
- For precious metals, submit material and color both.
- In the title, use standard colour names shoppers search for.
Common mistakes, and the error each one becomes
- Variants without a colour on a clothing catalogue. → Missing value [color] / [size] / [gender] / [age_group]
- Hex codes or supplier codes as colours.
- Several colours separated by commas.
Where the value comes from on a connected store
| Shopify | The variant option named Color or Colour. |
|---|---|
| WooCommerce | The variation attribute named Colour, Color or Farbe, as the term name your shop displays. |
The free feed check reads this attribute from any feed file and reports the defects above; every check is listed.
Questions merchants ask
Can I use fashion colour names like “Midnight”?
Google accepts the name shown on your page, so yes; but shoppers search for “navy”, so put the plain colour in the title as well.
How do I write a two-tone product?
Up to three colours separated by slashes, main colour first: Black/White.
Is colour required outside apparel?
No, but recommended: it becomes a filter and a matching signal for any product that has one.
Sources
- Color [color] — Google Merchant Center Help
- Fixing Merchant Center disapprovals for product data quality violations — Google Merchant Center Help