Swatches are assigned per attribute. Currently, you can choose from any of the following swatch types:

Image Swatch
Upload an image to your media library to use it as a swatch. It will use the ‘thumbnail’ size from your media settings.
Colour Swatch
Select a colour to use as a swatch.
Text Swatch
Use the attribute label as a ‘tag’ style swatch.
Radio Buttons
Use the attribute label as a ‘radio’ style list.

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Swatch Types