The forbidden color that drives impulse buys

It's Orange

Yes, orange. The color of sunsets, traffic cones, and… urgency.
Here’s the science: Orange is the perfect blend of red’s urgency and yellow’s affordability. It triggers a sense of excitement and action without the aggressive intensity of red. It’s bold, but not intimidating. It’s warm, but not overwhelming

The Proof

Take Amazon’s “Buy Now” button. It’s not red. It’s orange. Why? Because orange creates a sense of urgency while maintaining a friendly, approachable vibe. It whispers, “Don’t wait. This is a great deal.”
Retailers have been using orange for years to nudge shoppers into impulse buys. Think clearance tags, sale banners, and call-to-action buttons. Orange screams value and action—two things that drive purchases faster than anything else.

The Takeaway

Orange is often considered a “forbidden” color in high-end branding. It’s too playful, too casual for luxury. And that’s exactly why it works for mass-market retail. It feels accessible, affordable, and human.