What colour is it really?

Stores name colours to sell them. "Oat," "storm," "sage," "heather." A screen reader reads the name faithfully, and the name tells you almost nothing about the garment.

Colour still matters when you can't see it. It matters for matching an outfit, for what a colour says at a job interview, for a gift, and simply because you like what you like.

Ways to find out. Read reviews that mention colour ("more gray than blue in person"). Ask a sighted friend or a video-call service to look. Use an image description app on the product photo, which can name the colour, though lighting in product photos is often edited.

What Dress Aloud says about colour. Every description has a colour and contrast section: the colour in plain words, how it sits against your skin, hair and the rest of the outfit in the picture, whether it's high or low contrast, busy or plain, and whether the colours work together or clash. It also compares the generated picture with the store's product photo, and if the colour, print or length differ, it says so and lowers its confidence.

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