Insights 12 AUG 25
Vibrant Orange: Sparking Excitement, Innovation, and Positivity
There’s something unapologetically bold about orange. It doesn’t sit quietly in the background or wait for permission to shine. We associate it with Tango, David Dickinson, Donald Trump and Wotsits. Yes, I’m aware those last two things are basically the same thing…! It’s the colour that turns heads, lifts moods, and walks the fine line between daring and approachable with effortless charm. Let’s peel back the layers of orange (ba-dum-tish! Pun absolutely intended) and learn why this fiery hue deserves consideration for your next branding project.
Warmth and energy
First things first – colour harmony. Orange is what happens when fiery red and cheerful yellow are mixed together. It carries red’s confidence and yellow’s optimism, making it a perfect bridge between warm and energetic. On a colour wheel, orange is a natural complement to blues and teals, creating a lively, dynamic contrast that immediately grabs attention. It also plays beautifully with analogous colours like red and yellow for an all-out warm glow.
The extrovert of the colour world
Orange is the extrovert of the colour world. It can connote creativity, enthusiasm and action. It can be like a brand’s cheerleader, encouraging connection and uplifting moods. Start-ups often lean on orange to communicate bold ideas and fearless innovation. If your brand wants to say, “We’re fun, fearless, and full of ideas,” orange is already there at the front, grabbing your attention.
Cultural meanings: Western festivities to Eastern spirituality
In Western culture, orange has always marched to the beat of its own drum. It’s the colour of autumn leaves, Halloween pumpkins, and high-visibility jackets – somehow managing to be cosy, festive, and safety-conscious all at once. It’s also often linked with affordability and approachability, making it popular in retail and casual dining. Over time, orange has grown into a symbol of adventure, individuality, and “why not?” energy. It says, “Let’s try something new” without sounding like a corporate memo.
Around the globe, this vibrant colour takes on a variety of roles. In Hinduism and Buddhism, saffron orange is deeply spiritual – symbolising purity, sacrifice, and enlightenment. In parts of the Middle East and Africa, it represents strength and celebration. And of course, let’s not forget that orange can also serve as a warning in safety signs and traffic cones across the globe – proof that it knows how to be both fun and serious when needed.
Brands that love orange
Speaking of orange’s versatility – let’s look at the brands that use it to great effect. Think of Tango and Fanta, with their fruity fizz and playful vibe. Or EasyJet, turning orange into a symbol of budget-friendly travel. There’s also Amazon’s cheeky orange smile, suggesting friendly efficiency. These brands show that orange can be fun, accessible, and confident – all without trying too hard. It doesn’t have to shout to be heard – it simply shows up and brings the energy.
How to use orange in your brand palette
How do you use orange in your branding without making your audience feel like they’ve walked into a highlighter pen factory? The key is balance and intention. Bright tangerines can be brilliant for calls to action – think buttons and icons – while deeper, burnt oranges bring sophistication and warmth. Pair orange with neutrals for a grounded, modern look, or with navy for that high-contrast wow factor. Just like a good marmalade, a little goes a long way – but used cleverly, it can transform your identity into something unforgettable.
Orange –bold and memorable
In a world full of safe choices and cool tones, orange is the brave, bold, and ever-optimistic friend who dares to be different. Embrace it, and your brand might just spark the kind of excitement that people remember long after they’ve scrolled past.
