What's with the Orange?
Over the past 2 months I have been to 3 major conventions and noted something rather strange that connected all three. The first show was the CES; the Consumer Electronics Show. We went in as members of the press with all of the lovely perks included. So the press room was the first place we hit. (Thank you Verizon for the 5 Star breakfasts, and lunches - nothing like a free meal to encourage good feelings and good press). When we entered the Las Vegas Convention Center, South Hall, second floor and stood on the landing looking across the vast expanse I immediately noted one thing: masses of the color Orange.
It seemed that not one major industry or distributor had neglected to use this color in their branding.
The CES could have been called the Orange Bowl of Conventions. It was astonishing. From packaging, to signage, to literature. A couple of other colors were at play of course, a sky blue and lime green, both of which were chosen seemingly to emphasize the Orange.
Ok, you are thinking to yourself- “She went to the largest convention on earth and saw the most amazing new technological devices in the universe, and she is talking about Orange?”
Actually I am talking about an advertising trend so overwhelming broad in scope and influence that it actually colored one of the largest gatherings of one of the largest and most influential industries on earth. So I spent some time thinking about and studying this as, after all, I am in the business of branding. I know the depth of consumer/socio-psychological testing that goes on before a major new product or service goes on the shelf. This was no accident that the major manufacturers who can conduct or afford access to these studies were all exhibiting this very same shade of color.
Once upon a time, back in the happy, non-threatening days from the 1960’s through 1990’s the major rule in shelf or advertising branding was use Red. Red was shown to instantly attract the eye of the consumer to your particular product. This led me to wonder what had happened since that time, especially in the very recent past, to change Red to Orange. It rather quickly became apparent exactly what had happened. In a personally non-threatening environment, under comfortable conditions, the color Red means excitement, adventure, fun. Under personally threatening conditions the color Red becomes very uncomfortable to view. It converts to a fear-inducing color within the psyche.
Orange is Red that has been ‘watered down’ with yellow- a psychologically sunny, happy color. Orange can be nearly as eye-catching as Red, without the uncomfortable side effects that occur in uncomfortable surroundings.
This focus on security and comfortable, non-threatening design reminded me of an insider paper that was produced by a major auto manufacturer in explaining that their SUV’s needed to be designed in a way that was ‘comforting’ to the consumer. This paper went on to say that the interior design needed to be rounded, padded and ‘womblike’ to provide the greatest sense of internal security possible for today’s consumer. So what is this Orange trend really saying about us, our society and the influence of our art in reflecting what is happening in the minds of the consumer? Is our job now not to excite people as much as to comfort and soothe them?
Just something to consider - as designers in looking closer at present and future trends, and as people.
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Interesting psycho reasoning, and I couldn't agree more. It's sort of like the fashion trends year after year, this year's "black", brown is the new black, grey is the new black, and so on. This "new" trend is no different. What I have noticed more recently is that lime green has really somewhat taken over as the "new red" - the eye-catching, "buy-me" indicator. Put together with orange, they make a striking statement (and you do see them together quite alot). Bold, yet comforting, as you suggest. They are almost Nature's more natural visual calling card.
Interesting observation, and one that I totally agree with. I'm a professional web/graphic designer, and I've noticed this "orange" trend in web design for the past year. Like the previous poster said: "lime" is also a popular design color right now. I believe that it's just a temporary design trend that arose from the newfound interest in retro things. These colors were also very popular in the 1950s. Next year, however, everyone will probably be into something else.
Actually, Athyrius, Ellen and Bobette all have true observations. One of my responsibilities for a global coatings company is researching and presenting about global color trends, based on ID, architecture, fashion/cosmetics, and home decor. Out of 26 color stories we produced for the 2006-2007 line up, 8 had very strong emphasis on Orange. But since 9-11-01 the global unrest HAS pushed everyone to a state of unease, and calming colors and tactile effects have become a major focus of designers and consumers everywhere. But one of the calming factors in life is to look backwards to more pleasant memories, and so the retro look has again become a dominant factor in current design. Equally, looking to nature for a sense of wellbeing and comfort is emerging strong as well, and natural spices and citrus colors are full of orange and green, which I agree look great together. As for next year, (2007-2008 is the period we've just finished analyzing) and 8 of 26 are again containing orange, so don't underestimate its staying power!
Last year at this time I walked into a huge conference room of design submissions for the judging of the 2005 Summit Creative Awards and it was a sea of orange (usually used in conjunction with lime green). Probably 35-40% of all print pieces used orange. This past week I judged the 2006 awards over a period of three days and orange was once again the predominate ink color on all print jobs - with lime green coming in #2.
All this talk about orange and calming colors in design makes me appreciate even more what Target stores have been able to do with their big red target.
Thank you for the insightful comments to this thread. I appreciate the affirmations to my general observations and personal theories regarding this trend.
At the print shop where I work, we're still using a lot of red, but at least one of the new logos I've done has been orange, and I'm noticing a shift to warmer colors - warm gray rather than cool, for example, and golds have become popular. Natural colors are also being picked a lot - off-white and cream stocks, sage green ink, and so on.
It's an interesting trend. I used to think I hated orange, but I just painted my bathroom "terracotta" which turned out VERY ORANGE! I also painted the rest of my house a pale gold - goes with everything without being REALLY neutral, and it's very warm. This psychological response to color is not just happening in the design world.
Trends all are always around the corner or under the trend that was going on 20-30-40 years ago. We pick and choose the pieces of good memories that make us feel good. Whether it be people, ideas, places, smells, and yes, colors. I can remember when I wore lime green and orange fishnet stockings in the early 70's. I have always loved greens and oranges. Even now. I live with an orange parrot; a Sun Conure who acts like my own personal comic and friend. Oranges are more fun and inviting. Limes are placed in our Margaritas! We need these touches of zest to our life. Yes, we need these colors to decompress from the many horrors going on in our world right now.
I have been following the trend for a while, as well. I noticed the shift from the warm mustard yellows, the Mediterranean look, toward a more vibrant orange color. I think it isnt just the mellowing of red with happy sunny yellow, but also its speaks of a worldly sophistication. Red is primary and basic. Orange is worldly- it brings to mind spice, citrus, terra cotta. With India coming into the american consciousness and with the "latinization" of the US, these are perfect colors to evoke both India and Latin America.
I myself have succumbed and have a room in my home that is bright sunny yellow with crisp chartreuse accents and another that has warm neutrals, orangey copper walls and vivid orange silk accents. It is a very warm and comforting look, yet feels wordly.
so, market trends are embracing a green and orange pairing, but if everyone is doing it, then how does a brand stand out?