ORANGE

Positive associations

Friendly, cheerful, confidence, creativity, adventure, enthusiasm, success, energy, value

Negative implications

Deprivation, frustration, frivolity, immaturity, ignorance, sluggishness

“At the crossroads of red and yellow sits orange. Orange is stimulatory, conjuring feelings of excitement, enthusiasm, and warmth. It is a fun, energetic hue found in the branding of many sports teams.

Not unlike red or yellow, orange is used to draw attention—in traffic cones and advertising collateral. Consumers tend to associate the color orange with value - a reality that brands like Home Depot have capitalized on.

On the physical end of the spectrum, orange evokes comfort like food, warmth, and shelter. It is the color of sunset, citrus, and pumpkins, forever linked to fall and Halloween for American customers. This is especially the case when it is paired with black, which lends it a tone of cartoonish dread and frivolity.”