Small business owner checking her tablet, surrounded by flowers in a bright shop
Color Psychology & Choosing the Right Visual Brand Colors for Your Business
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Color Psychology: Green
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August 1, 2020

Color Psychology: Orange


Using orange in your branding can express joy and energy. But depending on your business, you may want to avoid the youthful hue — and some people might even think the color is cheap!

In this post, you’ll learn about certain emotions we often feel when we see orange. You can also discover when orange is effective in branding — and when it can go wrong. Finally, we’ve included links to brands that use the color in their logos and designs.

Personality & Emotions

Orange combines the energy of red and the happiness of yellow for a warm, confident, fun hue. The color increases oxygen to the brain, which stimulates mental activity and creativity. Orange is another highly visible color, so you’ll often see companies using orange to advertise toys and food products. But the eye-catching color also signals caution. That’s why we avoid orange construction cones and follow directions from orange road signs.

When to Use Orange

High-energy brands, such as gyms and online shops, might incorporate orange into their design strategy. Light and fun businesses, like toy stores, may also benefit from using bright orange. This is because children (and, thus, their parents) are drawn to the bold color. A clothing store can draw in window shoppers and impulse buyers with orange, too. The color gives off a fun, spontaneous vibe that’s perfect for encouraging them to come in!

When to Avoid Orange

If your business offers high-end products or services, stay away from orange. 26% of respondents in a Hubspot survey agreed that orange is a “cheap” color. Your law firm, insurance company, or other corporate business will want to avoid orange, too. That’s because the color can signify immaturity or a lack of seriousness to your clients. Even if you’re able to apply this hue for your casual, upbeat business, use it sparingly. Too much orange can make shoppers anxious, as the color may imply the need for caution.

Strategic Brand Examples

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Treefrog Marketing is an agency in Lafayette, Indiana focused on small business. We specialize in strategic marketing and advertising, graphic design, web design, social media, SEO, and more. For more information, please visit our website. You can also connect with us on Twitter, Facebook, LinkedIn, and Instagram.

Leverage Kelly’s marketing experience, insights, and leadership to grow your business.

As the founder and chief marketing strategist at Treefrog Marketing, a co-host of the Priority Pursuit Podcast, a StoryBrand Certified Guide, and fractional chief marketing officer, Kelly Rice has spent more than two decades helping small businesses take their companies to the next level by providing trustworthy leadership and building effective marketing strategies and systems.

She has dedicated her career to helping small businesses succeed because she knows, firsthand, how hard they work to make their communities a better place. 

Still, many people undervalue the strength and ingenuity of small businesses, but not Kelly. She believes they deserve to have a marketing partner and strategy that works as hard as they do.

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