For its price, this is an outstanding lipstick. It delivers bright, nearly opaque coverage in a single swipe. I wouldn't necessarily compare its intensity to a lipstick like Morange, but it's defiantly enough brightness, pigment and intensity for the average consumer.
For me personally, I wanted it to be a little more opaque. My lip color shows through a little, but I have really pigmented lips. I suggest putting some lip erase, concealer or foundation underneath.
Electric Orange is a budget-friendly version of many true-orange dupes in the higher end range (like MAC or Illamasqua). This is truly pigmented--one swipe delivers near opaque coverage. This isn't a super bright orange, but it's an intense orange, a bit on the warm side...so it doesn't work well with my skin color. This is a lipstick you'll either like or hate.