Are These Women Ditching Beige to Spark Joy?

The rising trend of "dopamine decor" is transforming interiors into vibrant spaces filled with bold colours and quirky patterns, offering a boost of happiness to those who embrace it. With over 70,000 posts on TikTok, this movement is not just about aesthetics; it's about creating joyful environments that reflect personal identity and contribute to well-being.

Last updated: 27 October 2023 (BST)

What’s happening now

Dopamine decor is capturing the attention of many, especially amongst younger demographics, as people seek to enhance their living spaces with vivid colours and unique designs. This trend is seen as a remedy to the gloominess of contemporary life, providing a sense of joy and personal expression. Influencers like Rachel Verney, who shares her colourful home renovations on social media, have become pivotal in popularising this movement, showcasing how to achieve a vibrant aesthetic on a budget.

Key takeaways

• Dopamine decor utilises bright colours and quirky designs to enhance mood and well-being.
• Social media platforms like TikTok are driving interest, evidenced by over 70,000 related posts.
• Psychologists suggest that colourful environments can produce small dopamine hits, promoting a heightened sense of well-being.
• Despite its popularity, real estate agents warn that bold colours may deter potential homebuyers.
• Small businesses, like Printed Weird, are thriving by catering to the demand for nostalgic and fun decor items.

Timeline: how we got here

The concept of dopamine decor has evolved over the past few years, gaining significant traction particularly in 2022 and 2023. Key milestones include:

• 2022: The term "dopamine decor" begins to circulate on social media, correlating with an increase in vibrant home decor trends.
• 2023: TikTok posts related to dopamine decor surpass 70,000, showcasing the growing interest in colourful interior design.

What’s new vs what’s known

New today/this week

The trend continues to gain momentum, with new influencers and small businesses emerging to cater to the demand for colourful and affordable decor. Nicola Brighton's Printed Weird has reported a 62% growth since launching, highlighting the commercial potential of this aesthetic.

What was already established

Previously, interior design trends leaned towards neutral palettes and minimalism, focusing on understated elegance. The shift towards dopamine decor marks a significant departure from these conventions, as people increasingly seek to personalise their spaces with bold colours and unique items.

Impact for the UK

Consumers and households

For UK households, embracing dopamine decor can lead to increased happiness and personal satisfaction within their living environments. Bright colours and unique designs can foster a sense of identity and joy, particularly in times of uncertainty. However, this trend may also complicate resale prospects, as potential buyers might prefer more neutral tones.

Businesses and jobs

Small businesses focusing on colourful and quirky decor are seeing significant growth. Companies like Printed Weird are expanding rapidly, indicating a robust market for innovative home products that reflect personal style and nostalgia.

Policy and regulation

While there are no specific regulations governing interior design choices, the preferences of potential home buyers could influence market trends. Estate agents advise sellers to consider the implications of bold decor when preparing homes for sale, emphasising the importance of first impressions in the property market.

Numbers that matter

• 110% increase in Google searches for dopamine decor over the past year.
• 62% growth in sales for Printed Weird since its inception in 2022.
• Over 70,000 TikTok posts tagged with dopamine decor, showcasing widespread engagement.
• Rachel Verney's social media following exceeds 800,000, highlighting the trend's popularity.

Definitions and jargon buster

• Dopamine: A neurotransmitter associated with pleasure and reward in the brain.
• Dopamine decor: An interior design trend focused on using bright colours and quirky patterns to enhance mood and well-being.
• Neutrals: Colour palettes that include whites, blacks, greys, and beige, often considered safe and timeless for home decor.

How to think about the next steps

Near term (0–4 weeks)

Individuals interested in adopting dopamine decor should consider starting with small changes, such as adding colourful cushions or artwork to their spaces. Engaging with social media communities can provide inspiration and tips on how to approach this trend effectively.

Medium term (1–6 months)

As confidence builds, homeowners might explore more significant updates, such as repainting walls or investing in statement furniture pieces. It’s advisable to balance bold choices with elements that ensure the space remains cohesive and welcoming.

Signals to watch

• Monitor social media for emerging trends and popular colour schemes in home decor.
• Keep an eye on market responses from estate agents regarding buyer preferences and resale values.

Practical guidance

Do

• Experiment with bright accessories before committing to larger decor changes.
• Use colour psychology to choose shades that enhance your mood and functionality of the space.
• Engage with community forums or social media for support and ideas.

Don’t

• Rush into drastic changes without considering the overall aesthetic of your home.
• Overlook the potential resale implications of your decor choices.
• Neglect the balance between personal expression and a cohesive design.

Checklist

• Assess your current decor and identify areas for a colour boost.
• Research popular colour schemes and how they can affect mood.
• Set a budget for decor changes to avoid overspending.
• Consider the use of temporary decor items for a trial period.
• Gather inspiration from influencers and communities on social media.

Risks, caveats, and uncertainties

While dopamine decor can enhance personal satisfaction and well-being, it may not appeal to everyone. Potential homebuyers might find bold choices unappealing, impacting resale value. Moreover, the trend's longevity is uncertain, as tastes in interior design can shift rapidly. Those considering significant changes should weigh personal enjoyment against potential market implications.

Bottom line

The trend of dopamine decor represents a shift towards vibrant, joyful living spaces as a response to contemporary challenges. While it fosters personal expression and can elevate mood, homeowners should remain mindful of the potential effects on property values. Balancing personal style with broader market trends will be crucial for those looking to embrace this colourful movement.

FAQs

What is dopamine decor?

Dopamine decor is an interior design trend focused on using bright colours and quirky patterns to enhance mood and create joyful living spaces.

How can I incorporate dopamine decor into my home?

You can start by adding colourful accessories, such as cushions or artwork, and gradually explore larger changes like repainting walls or investing in statement furniture.

Does bold decor affect home resale value?

Yes, while colourful decor can enhance personal enjoyment, estate agents advise that bold colours may deter potential buyers who prefer neutral palettes.