What is it about the colour orange that turns people into fluent self-promoters? Or perhaps the reality is that the choice of orange for a corporate livery reflects an already exuberant culture. Whatever the reason, there can be no doubt that orange is firmly at the opposite end of the spectrum from shrinking violet in more than just the most literal sense.

EasyJet, which describes itself as one of Europe's leading low-fare scheduled passenger airlines and whose corporate colour is unmistakably jaffa, is no exception. The company's 'orange culture' is summed up by the value statement 'everybody makes a difference, orange is the difference', and its stated 'orange' values include being 'up for it', 'passionate' and 'sharp'.