Wondering how to make your product stand out in a crowded, intensely competitive ecommerce space?
The short answer is: By using product attributes the right way in your marketing.
When making a purchase decision, beyond looking at product quality and price, today's customers consider factors ranging from innovation and convenience to environmental impact. For instance, 24% of Gen Z consumers in the US prefer personalized product recommendations when buying beauty products.
So, you need to highlight the product details that matter most to your target audience.
This guide explains what product attributes are and how you can use them in your marketing strategy to drive sales.
What are product attributes?
Product attributes are specific features or characteristics that define a product and influence consumer purchasing decisions. These can include a product’s size, color, material, functionality, and more.
Product attributes give customers the information they need to compare options, make informed decisions, and choose the product that best meets their preferences. For instance, a health-conscious shopper may choose a protein bar based on its low sugar content and organic ingredients.
If you’re selling unsweetened protein bars, highlight these details in your product descriptions, packaging, page title, and ads. For example, here’s how Perfect Keto highlights these important attributes on its product page.
Product attributes vs. product benefits
Product attributes are the specific, measurable features of your product, such as color, size, material, or functionality. Product benefits, used in product positioning strategies, explain how these attributes positively impact the customer’s life or solve a particular problem.
For example, a water bottle might have attributes like stainless steel material and double-wall insulation. These features can result in benefits such as keeping beverages cold for 24 hours and preventing condensation.
Tangible vs. intangible product attributes
Tangible product attributes are physical, measurable features that customers can directly observe or experience. Examples include a smartphone’s screen size, a car’s horsepower, or the softness of a sweater’s material.
Intangible product attributes are abstract qualities that customers can’t directly observe or measure, but they influence their perception and overall product experience. Examples include a luxury brand’s exclusivity, a software's ease-of-use, or the confidence boost from using premium cosmetics.
To effectively promote intangible attributes, incorporate specific, action-oriented customer feedback into your messaging. For example, highlight testimonials where customers mention improved confidence or ease of use.
15 common examples of product attributes
- Name
- Quality
- Design
- Product features
- Size
- Color
- Materials
- Marketing claims
- Safety measures
- Innovative attributes
- Sustainability
- Price
- Country of origin
- Verifications and certifications
- Technical specifications
From materials to marketing claims, here are examples of product attributes:
1. 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.
2. 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.
3. 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. If you sell similar products, highlight these design features across your site content—landing page copy, product description, and specifications.
4. 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.
5. 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. So, if you’re selling products where size can be a decisive factor, make sure to demonstrate dimensions clearly—not just in text but also visually, with an image or video.
6. 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
7. 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.
8. 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.
9. Safety measures
Safety attributes can build trust and meet regulatory needs. Highlight terms like “child-safe,” “non-toxic,” or “fire-retardant” where applicable. For example, feature “ASTM-certified non-toxic paint” for children’s furniture in both descriptions and imagery.
10. Innovative attributes
New technologies and features can create standout value. So consider highlighting innovations like “AI-powered personalization,” “augmented reality-based experiences,” or “VR-based training” in customer touchpoints like websites and mobile apps.
11. Sustainability
Eco-conscious shoppers want to know how your product impacts the planet. Use transparent, specific terms like “100% recycled packaging,” “cruelty-free,” or “ethically sourced materials.” Include certifications like “Fair Trade” or “CarbonNeutral®” where applicable.
12. 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, premium-priced, noise-canceling headphones may be associated with superior sound quality and advanced features, appealing to audiophiles willing to invest in a high-end listening experience.
13. 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.
14. Verifications and certifications
Third-party certifications provide credibility. Display these as visual badges and list them in your copy. For example, mention “USDA Organic,” “ISO 9001 certified,” or “FDA-approved formula” on supplement, food, or skin care product pages.
15. Technical specifications
Technical specs are essential for electronics and appliances. Display key data like battery life, processor speed, or resolution in bullet points or feature blocks. For example, list “12-hour battery life, 256 GB SSD, 8-core CPU” upfront for a laptop.
How product attributes drive customer decisions
Product attribute optimization tactics (how you present your product’s attributes) can influence customer decisions—whether they’ll click the Add to Cart button or keep scrolling.
Psychology behind attribute-based decisions
Customers make decisions using a mix of logic and emotion, and product attributes speak to both. Tangible attributes like size, material, and color help reduce uncertainty and make the purchase feel “safe.” Intangible attributes like sustainability, prestige, or safety tap into deeper emotional drivers like values, trust, and identity.
Psychologically, shoppers tend to:
- Use attributes to mentally simulate ownership (e.g., “will this fit in my space,” or “does this feel premium”)
- Seek cognitive shortcuts like badges (e.g., “organic,” “top-rated”) to reduce decision fatigue
- Justify emotional decisions with rational attributes (e.g., “I love this design and it’s made from eco-friendly bamboo")
You can influence their purchase decision by providing them with an attribute-based customer experience that highlights the product details that matter to them.
Attribute prioritization by different customer segments
Not all customers value the same attributes. Different segments prioritize different things depending on their needs, motivations, and values.
| Customer segment | Product attribute priority |
|---|---|
| Price-sensitive | Price, quantity, value-for-money claims |
| Eco-conscious | Sustainability, materials, certifications (e.g., fair trade) |
| Tech-savvy | Technical specs, innovative features, compatibility |
| Luxury buyers | Quality, design, brand reputation, country of origin |
| Parents | Safety, materials, certifications, ease of use |
| Impulse shoppers | Color, design, promotional claims (“limited edition”) |
To convert more customers, align your product presentation with the attributes your audience cares about most. This might mean customizing messaging by ad channel, A/B testing product page layouts, or even tailoring variant titles by audience interest (e.g., “vegan-friendly protein bar” versus “low-carb protein bar”).
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. It’s best to create product descriptions that highlight your most valuable attributes in the first 50 words.
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
Showcase key attributes through strategic product photography. Use a minimum of five images per product with at least one close-up shot highlighting texture or material quality, one lifestyle image showing the product in use, and one comparison shot displaying size relative to common objects.
The idea is to show your product from various angles so that customers have a comprehensive view of your product’s design and features.
📖 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 requires cross-team collaboration to ensure consistency across sales channels and marketing materials.
How do you create a product attribute?
- Identify key characteristics customers consider (e.g., size, material, color).
- Define each attribute clearly using consistent conventions.
- Use a structured format like dropdowns or swatches.
- Add attributes via a PIM or ecommerce platform.
- Align with customer values such as sustainability or quality.
- Test and optimize based on site interactions.
What is product hierarchy?
Product hierarchy organizes products from broad to specific (e.g., Clothing > Jackets > Winter Jackets > Puffer Jacket > Puffer Jacket in Black, Size M). It improves navigation, filtering, and merchandising.
What is the difference between product features and attributes?
Attributes describe what a product is (e.g., color, size), while features describe what it does (e.g., water-resistant, voice control). For example, a smart thermostat’s attributes might include “white color” and “6.5-inch screen,” while its features are “remote access” and “energy usage reports.”
