What orange means in branding

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Surveys in Europe and the United States link orange with amusement, the unconventional, extroversion, warmth, fire, energy, activity, danger, taste and aroma, and autumn. It has long been the national colour of the Netherlands.

Four palettes from orange

Worked out in OKLCH from the swatch above. Open one to get the light and dark themes, the contrast check and the code.

• Analogous
• Complementary
• Triadic
• Split

History

• The colour is named after the fruit.
• The earliest known use of orange as a colour name in English is from 1502, describing clothing bought for Margaret Tudor.
• The family of the Prince of Orange adopted the name and the colour in the 1570s.

Brands known for orange

• easyJet

  Painted its booking phone number in bright orange on the side of its aircraft.

• Orange

  The telecoms company's orange is close to easyJet's.

• Hermès

  Orange became the house colour during the Second World War, because of shortages under the German occupation of France.

Sources

• Wikipedia: Orange (colour)
• Wikipedia: easyJet
• Wikipedia: Hermès

The swatch is my own pick of orange, not an official value.

Other colours

• Redheat, activity, passion, anger, love, joy
• Yellowamusement, gentleness, humour, happiness, spontaneity
• Greennature, life, health, youth, hope
• Blueharmony, confidence, knowledge, intelligence, calmness
• Purplerarity, royalty, luxury, ambition, mystery
• Pinksweetness, innocence, femininity
• Brownearth, nature, reliability
• Blackelegance, authority, secrets, force
• Whiteperfection, honesty, cleanliness, the new, neutrality