Consumers have endless product choices. There are hundreds of breakfast cereals, thousands of shoe styles, and seemingly infinite lipstick shades. To navigate this vast selection, shoppers rely on product attributes to discern and make informed decisions.
By showing off product attributes to shoppers, you can attract your target audience and differentiate yourself from competitors. Learn more about product attributes and how to incorporate them into your marketing strategy.
What are product attributes?
Product attributes are specific features or characteristics that define a product and influence consumer purchasing decisions. These can include size, color, material, and functionality.
Clearly communicating product attributes on ecommerce platforms enhances customer understanding, improves searchability, and drives sales by aligning offerings with consumer preferences and needs.
Product attributes give customers the information they need to compare options, make informed decisions, and choose the product to best meet their preferences. For instance, a health-conscious shopper may choose a granola bar based on its low sugar content and organic ingredients, while another might gravitate toward a more affordable brand.
Product attributes vs. product benefits
Product attributes are your product’s specific features and characteristics—like its size, color, material, or functionality. Product benefits are the advantages and positive outcomes customers can expect to experience from using your product.
Tangible vs. intangible product attributes
Tangible product attributes are the physical attributes of your product you can directly observe, measure, or experience with your senses.
These include features like size, weight, color, texture, material, and functionality, which collectively define your product’s appearance and performance. Examples of tangible attributes include a smartphone’s screen size, a car’s horsepower, or a clothing item’s fabric.
Intangible product attributes, on the other hand, are non-physical and abstract characteristics that are not directly observable but still shape the customer’s perception and experience of your product.
These attributes are what make up your product’s overall customer experience. Examples of intangible attributes include a luxury brand’s prestige, a software’s user-friendliness, or a cosmetic product’s promise of boosting self-confidence. To identify these attributes, you can gather customer feedback.
10 common examples of product attributes
From materials to marketing claims, here are examples of product attributes:
Name
Your product’s name helps establish brand recognition and differentiates it from competitors. It should be memorable, easy to pronounce, and reflective of your product’s unique selling proposition. For example, a sustainable cleaning brand might choose “CleanVerde” to evoke freshness, cleanliness, and the color green.
Quality
Quality attributes determine your product’s perceived value and actual value. High-quality materials, craftsmanship, and performance can justify premium prices. Lower-quality attributes may result in more affordable pricing and appeal to budget-conscious consumers, but may also lead to reduced durability and shorter product lifespans.
For instance, a premium leather handbag may be judged on its material quality and attention to detail, contributing to its overall quality.
Design
Your product’s design includes visual aesthetics, functionality, and user experience. Design attributes influence customer perception and their likelihood of purchasing your product.
A well-designed office chair may feature an ergonomic shape, adjustable lumbar support, and breathable fabric, which cater to the customers’ needs for comfort and productivity.
Product features
Product features are specific attributes defining your product’s functionality and benefits. Select these based on market research and customer needs. For example, a smartwatch may include heart rate monitoring, GPS tracking, and mobile payment capabilities, appealing to health-conscious and tech-savvy shoppers.
Size
The size or dimensions of your product can be an important attribute, particularly for items that need to fit within specific spaces or be compatible with other products. Accurate and detailed size information helps customers make informed purchasing decisions.
For example, a modular sofa’s dimensions are important for customers ensuring the furniture fits comfortably in their living room.
Color
Color is a visually impactful attribute that can influence a customer’s emotional perception of your product. It can communicate brand identity, evoke specific moods, and appeal to different target audiences.
For example, a sleek, black espresso maker may convey sophistication and modern design, while a pastel-colored kitchen mixer may evoke a sense of warmth and nostalgia.
📖Read more: What Is Color Psychology? How To Use Color in Marketing
Marketing claims
Marketing claims are attributes highlighting your product’s benefits, features, or unique selling points. These claims can be based on performance, quality, sustainability, or other factors to differentiate your product from its competitors.
For instance, a shampoo bottle may feature claims such as “sulfate-free,” “color-safe,” or “promotes hair growth,” appealing to customers seeking specific hair care benefits.
Materials
The materials used in your product’s construction are attributes that can impact its durability, functionality, and perceived value. Customers may seek products made with specific materials aligned with their values or needs, such as eco-friendly, hypoallergenic, or premium materials.
A customer may prefer a shirt made from natural fibers like cotton or linen over one made from synthetic materials like polyester, as natural fibers are often associated with breathability and comfort.
Price
Price signals your product’s perceived quality, target audience, and market positioning. It can also influence a customer’s purchasing decision and performance expectations. For instance, a premium-priced, noise-canceling headphone may be associated with superior sound quality and advanced features, appealing to audiophiles willing to invest in a high-end listening experience.
Country of origin
Your product’s country of origin can influence customer perceptions of quality, craftsmanship, and authenticity. Some customers look for products from specific countries known for their expertise in certain industries or adherence to strict manufacturing standards.
For example, a Swiss-made watch or an Italian-crafted leather handbag may be sought after by customers who value the reputation associated with these countries of origin.
How to use product attributes in marketing
Effectively leveraging product attributes is crucial for marketing teams looking to boost both brick-and-mortar and online sales. Here are three key ways to use product attributes in your marketing:
Product descriptions
Compelling product descriptions capture customer attention and can drive sales. Craft descriptions on each product page highlighting the most helpful product attributes.
Use customer feedback and product data to identify which types of product attributes resonate most with your target audience. Emphasize these in your descriptions to help customers compare products and make informed decisions.
Product photography
High-quality product photography is powerful for showcasing your product’s attributes and enticing potential customers. Ensure images clearly display key attributes, such as design, color, and size. Consider including lifestyle shots to demonstrate your product’s benefits in action. Showcase your product from various angles and provide zoom functionality to give customers a detailed view of your product’s features and craftsmanship.
📖Read more: Phone Product Photography: How To Take Pictures With Your Smartphone
Product marketing materials
Incorporating product attributes into your marketing collateral helps create a cohesive and compelling brand message. Integrate product attributes into marketing assets—website content, social media posts, and promotional emails—to showcase attributes.
Include product data and technical specifications in your content to highlight your product’s unique features and benefits. Strategically place relevant keywords related to your product’s attributes on your website to optimize the content for search engines.
Product attributes FAQ
Why do product attributes matter?
Product attributes matter because they inform customer purchasing decisions, differentiate products from competitors, and contribute to overall customer satisfaction.
How do you choose the best product attributes?
To choose the best product attributes, conduct thorough market research to identify customer needs and preferences, analyze competitor offerings, and align attributes with your product’s unique value proposition.
How do businesses manage product attributes?
Managing product attributes involves organizing and maintaining detailed product information in a centralized database or product information management (PIM) system.
This involves collaborating across departments to gather, input, and update accurate data about each product’s features, specifications, and other relevant attributes, ensuring consistency across sales channels and marketing materials.
