I'm always fan of that..
For example, I'm likely to search something like...
Consider how much effort it would take to write custom copy for each color of each product and consider the possible return on that investment of time and resources..
Amazon, for example https www amazon com Wilton-Blue-Candy-Melts-oz dp B006ZZQTHC th=1 has candy melt page where you can switch to another color without leaving the page.
URL does not change, and you never even encounter specific page for the color.
They have selector on the page, and the whole page reloads to the color page, like this https www partycity com r wilton-royal-blue-candy-melts-595444.html#swatch..
it's possible that writing color specific content would help you rank better, either on all the colors of one or two products or on handful of popular colors for one product..
I would not be surprised if they become able to parse individualized content for each product within single page..
Several of my colleagues have tested this too and say it's like parallax scrolling idea for usability, really hard to get Google to fully crawl.
Ultimately until the technology improves, whether to have separate pages or separate content for individual colors of products remains business decision..
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