Dopamine Design
The Anti-Trend That’s Taking Over Your Feed
Have you ever bought something just because it sparked joy? Why does that candle you didn’t really need suddenly feel like a must-have? Your brain is to blame….along with some clever packaging design! You may have seen the phrase “dopamine design” and thought, is this just a new buzzword, or a fleeting trend of the month? Or can it be used to inspire both impulse buys and support long-term brand loyalty? We dove deep into dopamine design to find out how it’s shaping the future of retail experiences.
Let’s unpack it!
What is Dopamine Design?
With the “feel-good neurotransmitter” as its namesake, dopamine design asserts its ability to uplift and inspire. Rather than developing as a prescribed aesthetic (Tomato Girl Summer anyone?), dopamine design is more of an “anti-trend”, rooted in the pursuit of personal pleasure and the rejection of conventionality. It’s more than just a look, it’s a feel. It started on social media with “dopamine dressing”, simply wearing things that make you feel good. This concept quickly gained traction online, influencing spaces like interior décor, web design, and even journaling, accumulating over 34 million posts on TikTok.
While versatile in its overall look, dopamine design is often characterized by the use of vibrant colors, bold graphics, and playful typography. These design elements trigger the brain’s pleasure centers to bring a joyful feeling to consumers while also quickly grabbing their attention. When the shelf is a battleground between brands, this initial impression can make all the difference.
How to Use Dopamine Design in Product Packaging
Applying these concepts to your retail displays and your product packaging can have a positive impact on consumer perception of your products by tapping into their psychology and connecting with them on an emotional level.
Color
Did you know 84.7% of consumers reported that color was the primary draw when purchasing a product? Color has long played a role in human perception, dating back to ancient times when the sight of “blue” may have been associated with clear weather or fresh water to our earliest ancestors. It is no coincidence that the colors most often seen in dopamine design have mood-boosting psychological effects.
Yellow – happiness, optimism, fun
Orange – energy, joy, self-expression
Hot Pink- youthfulness, playfulness, confidence.
Green – freshness, vitality, productivity
Tip: Think about the overall color scheme for your packaging and what you want it to communicate. Complementary colors that create high contrast look great both on the shelf, on your website, and on social media. Monochromatic color schemes communicate sleekness and can elevate the look of your packaging, even when working with bold colors.
Patterns & Graphics
Choose graphics that create movement, like wavy lines, brushstrokes, and bouncy fonts.
Implement patterns in unexpected ways, like on the back of a card or even inside of a box!
Patterns & Graphics
3. Simple geometric patterns like polka dots, stripes, and checks can help balance out bold color usage, preventing your packaging from looking overwhelming.
4. Hand-drawn graphics can create a sense of relaxed playfulness.
Texture
Research on Crossmodal Perception (the interaction of multiple senses) has shown to have a positive impact on consumer perception of products. Using unconventional embosses and paper textures can create a unique tactile experience. While a classic soft touch or linen paper will always be a staple in the packaging industry, pairing these with unusual textures like domed bubbles or geometric embossing can capture a consumer’s attention at first touch. For a more minimal and elevated look, consider embossing or debossing your logo. If you really want to make a statement, check out our 3D printed papers!
Shapes
Unexpected die-cuts and irregular shapes can add whimsy and visual interest to otherwise simple carding or tagging. In world of squares, why not be a flower!
2. Think outside the box! Packaging that mimics other things, like a tin of sardines or a box of crayons, can give off a fun and playful feeling.
At its core, Dopamine Design is about embracing what makes you you - celebrating joy, individuality, and authenticity. When your packaging reflects that same energy, it naturally connects with like-minded customers who resonate with your brand.
While incorporating Dopamine Design into your packaging might feel overwhelming - with so many choices in color, shape, and texture - you don’t have to figure it out alone. That’s where A&H comes in. Our team of expert designers are ready to help bring your brand’s personality to life through packaging that sparks joy and creates lasting impressions.
Let’s design happiness - together.