Few companies in the world test user behavior as rigorously—or as obsessively—as Amazon. From product placement to button size, every design choice is run through layers of data-driven experimentation. But one insight from Amazon continues to stand out across industries: orange is one of the most effective “action colors” in design.
This wasn’t a guess or a branding whim. Amazon arrived at orange after hundreds of iterations, thousands of user tests, and millions of data points. When Amazon was refining its product pages, it tested every conceivable color for its “Add to Cart” and “Buy Now” buttons. Colors like blue and green were trusted and calming, but often ignored. Red drew attention, but could also convey danger or urgency—appropriate for a sale, but not for a purchase action. Orange, however, consistently hit the sweet spot. Orange stood out without being alarming. It was energetic without being abrasive. And most importantly, it converted.
Through A/B testing—showing different users different versions of a webpage and comparing engagement metrics—Amazon discovered that orange buttons led to significantly higher click-through rates. Their classic yellow-orange “Add to Cart” button became iconic not because it was on-brand, but because it was undeniably effective. It encouraged action better than any other color tested.
Amazon’s research showed that orange triggers a subconscious sense of readiness, positivity, and accessibility. Unlike red, which often signals “stop,” or green, which can be too passive, orange implies motion and choice. It’s seen as warm, inviting, and slightly urgent—ideal qualities for prompting decisions.
Their findings have since influenced countless digital design standards. Major e-commerce platforms and consumer brands use variations of orange for buttons, banners, and calls to action. But its relevance isn’t limited to the digital world. For packaging and product labeling, orange plays an equally powerful role in driving attention and engagement.
For packaging professionals, especially in industries like food, personal care, OTC pharmaceuticals, and retail, designing for clarity and action is critical. Color is often the first element noticed by a consumer—and it can guide their next step, whether that’s reading a label, making a purchase, or using a product properly.
Orange, as Amazon’s research has shown, doesn’t just attract attention—it encourages a user to do something with what they see. That could mean:
- Highlighting a promotional offer
- Calling attention to expiration or dosage info
- Encouraging product registration or QR code scanning
- Identifying a quick-start guide or important instructions
- Reinforcing a sustainability message or limited-time feature
Orange can also be used to differentiate SKUs, signal seasonal or specialty items, or increase shelf visibility—especially in crowded categories.
How Elmark Can Help You Put Color to Work
At Elmark Packaging, we work with customers to not only meet labeling and coding requirements—but also to make those labels work harder. With the right equipment and label design, your packaging can grab attention, support user behavior, and reflect the latest in consumer psychology.
Whether you’re looking to highlight compliance info, boost product visibility, or simply guide consumer interaction more effectively, color—especially orange—is a tool worth leveraging. And Elmark is here to help you do it right. Contact us at www.elmarkpkg.com or call 800-441-3131.
