Highlighted applied filter too similar to error messages

Disclaimer: This report is for demonstration purposes only. I have not been hired by Matalan to produce this report and this report is purely to demonstrate my analysis, reporting and collaborating platform.
Website: 
Matalan
Page/Screen: 
Womens: Shop All (Category Page)
Recommendation ID: 
R4769
Device: 
Desktop
Recommendation: 

Remove the light red background colour.

Alternative Solutions: 

Add a light grey background colour or display the active facet in bold.

Reasons: 

While it is very important to let the user know which filters are currently active, a slight or moderate emphasis may be enough. The light red background looks very similar to the way error messages are styled on the average website and is maybe much more than what is sufficient. With the recommended 'All applied filters' (R4768) at the top, this emphasis might not even be necessary.

Issue Severity: 
Minor
Recommendation Strength/Type: 
Standard Recommendation
A/B Test: 
Recommended
Metrics/KPIs: 
Clickthrough
Status: 
Not Implemented

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