Dopamine Design: Joy or Oversimplification of Neuroscience?
- Andréa De Paiva
- há 2 dias
- 9 min de leitura
By Andréa de Paiva
Have you ever heard of Dopamine Design? This emerging trend spans various design fields (from fashion and graphic design to product, UX, and interior design) basing its principles (and name) on scientific findings to create environments that are engaging, enjoyable, and stimulating. At its core, Dopamine Design aims to activate the brain’s dopamine system, which plays a key role in motivation, reward, and pleasure (among other aspects we’ll explore in this article).
The idea raises important questions about how scientific research is being used to justify design choices and market projects. So, let’s take a closer look: does this approach truly enhance well-being, or is it just another buzzword that prioritizes engagement over genuine human needs? Are we designing spaces that truly support us, or are we simply triggering fleeting moments of pleasure that keep us coming back for more?
Let's start by understanding a little more about the science behind the idea.
Dopamine was first identified in 1958, by Arvid Carlsson and Nils-Åke Hillarp at Sweden’s National Heart Institute. It is a neurotransmitter essential to numerous brain functions. Produced in different regions of the brain, dopamine plays a key role in processes such as cognition, movement, sleep regulation, mood, attention, and motivation (Schrader, 2018). Because it is usually associated with feelings of pleasure, we tend to think that the more dopamine, the better. However, anything (even something beneficial) in an unbalanced way can lead to negative effects to our organism. This also works for dopamine levels. In fact, its role in reinforcing behaviors makes it a key player in addiction..
This becomes particularly evident when we consider how dopamine interacts with two interconnected systems that drive our behavior: "wanting" and "liking" (Berridge, Robinson, & Aldridge, 2009). Dopamine fuels the wanting system, pushing us to take action, while the liking system is responsible for the feeling of satisfaction. However, since the wanting system is stronger than the liking system, a rapid and high release of dopamine doesn’t necessarily lead to fulfillment. Instead of stopping once we are satisfied, we are often driven to seek more, creating a cycle that can contribute to addiction. Whether in social media, gaming, shopping, or even designing strategies that exploit our brain’s reward system in a fast and unbalanced way, this mechanism can keep us endlessly chasing the next dopamine hit.
Is the activation of our reward system always negative or does it always lead to addiction?
Of course not! As I mentioned before, balance is key. Engaging in activities we enjoy and maintaining healthy habits, like exercise, naturally boosts dopamine levels in a way that enhances mood and sustains motivation over time. The key is to avoid "cheap pleasure": those quick dopamine spikes triggered by things like drug use or even the instant gratification of scrolling through social media feeds or getting a notification that someone liked your photo. These fast, high peaks of dopamine can create a cycle of craving more rather than genuine satisfaction, making it crucial to prioritize long-term well-being over momentary highs.
Ok, but what has all this to do with spatial design?
In the field of neuroaesthetics, research has shown an interesting link between our perception of beauty and the activation of the brain's reward system (Di Dio, Macaluso, & Rizzolatti, 2007; Ishizu & Zeki, 2011; Wald, 2015). This suggests that the spaces we design have the power to trigger dopamine release, directly influencing how people feel, behave, and interact with others and with their surroundings. When an environment is visually appealing, engaging, or stimulating, it can activate this reward system, making us want to stay longer, return more often, and even develop a preference for certain spaces. This highlights the responsibility of design: beyond aesthetics, it has a profound impact on human experience, behavior and well-being.
However, just like with digital media or consumer products, the overuse of dopamine-triggering design elements (such as excessive novelty or overstimulation) can create environments that prioritize short-term excitement over long-term well-being. Overstimulation can raise our cognitive load, leading to increased levels of stress and contributing to the cultivation of chronic stress. This raises important questions: Are we designing spaces that truly support human flourishing, or are we simply crafting environments that keep people hooked?
In today's world, where populations in many countries are becoming increasingly urbanized and less connected to natural environments, people are also more overwhelmed by information, more dependent on social media, more exposed to artificial light that disrupts sleep quality, more sedentary and, as a result of all that and more: more stressed. Given these challenges, it is more important than ever that our built environments do not reinforce unhealthy habits or offer only superficial, short-term stimulation. Instead, they should actively support our most fundamental needs, providing balance, space for pausing and recharging our energy, opportunities for cognitive restoration, and design elements that align with our natural biological rhythms.
Is the concept of dopamine design entirely bad?
Not necessarily. It originated from the TikTok trend "dopamine dressing," which promoted wearing clothes that make you feel good. As Ingrid Lee well puts it, “the basic idea behind dopamine decor is (...): small, uplifting changes to your environment can have a meaningful influence on your daily sense of joy and well-being” (Lee, 2024). This is a key principle to be applied in spatial design and can have a very positive result for users' experience. Additionally, the idea that sensory (Sona, Dietl, & Steidle, 2019) and environmental (Sampedro-Piquero et al., 2018) enrichment are important for mental well-being is also supported by scientific studies. In fact, different spatial qualities have been studied and shown to positively affect our mood, from perception of visual or sonic beauty ( Ishizu & Zeki, 2011), to warmer lights and colors (Yildirim, Hidayetoglu, & Capanoglu, 2011) and exposure to natural settings (Bratman et al., 2019). These are not just aesthetic choices tied to a fleeting design trend, they are fundamental principles that should guide design decision-making. At its core, spatial design is about people, and their well-being should always be at the heart of our choices.
What is the issue?
The real issue arises when we look at how dopamine design is being applied to some physical environments. Beyond just Google images of projects under this trend showcasing bright, saturated colors, bold patterns, and an overload of visual information, even its descriptions emphasize high-energy stimulation. For instance, Medd Design defines it as "a design approach focused on vibrant colors, energetic patterns, and elements that evoke joy and well-being" and Saniya Kantawala defines it as “all about vivid colours, clashing patterns, maximalism and pure happiness" (Gopal Rao, 2023). On the Washington Post, they even say “if you’re using TikTok as a guide, most of the rooms that turn up on a “dopamine decor” search would be considered punchy, even for the internet. Snaking Pepto-pink sofas; stools shaped like Candyland bonbons — the types of overly cartoonish spaces that could give many of us a migraine in minutes” (O'Shea-Evans, 2025).
This is not sensory enrichment, this is sensory overload. Instead of thoughtfully enhancing the environment to support well-being, these spaces risk overwhelming the senses, potentially leading to fatigue, distraction, or even stress rather than joy and motivation. While stimulating design can be beneficial in the right contexts, an excess of bold colors, patterns, and high-intensity elements may create environments that feel chaotic rather than uplifting. The challenge, then, is to strike a balance, leveraging design to engage and inspire without pushing it into overstimulation.
Dopamine Design and its emphasis on high-stimulation aesthetics can be effective in fashion, product design, UX for websites, and graphic design, where bold visuals enhance engagement without lasting effects. However, the key difference lies in exposure time. We don’t inhabit websites, logos, or product packaging for hours every day, but we do spend significant time in our homes, workplaces, and other built environments. Unlike clothing, which we change frequently, our surroundings remain relatively static. This makes it essential to be more intentional about which stimuli we introduce, where we place them, and how they interact with the overall environment. In spatial design, overstimulation isn't just a fleeting experience, it shapes well-being, cognitive function, and long-term comfort.
Designing a maximalist and overstimulating environment isn’t necessarily a bad thing.
The impact of such spaces depends entirely on the context. While a high-energy, visually stimulating environment can be beneficial in certain situations, in others, it may feel overwhelming or even counterproductive. That’s why a thoughtful, context-driven approach is crucial when applying these principles to spatial design. Even in cases where an overstimulating environment serves a purpose, it's important to recognize that humans thrive on balance and have diverse sensory needs. Incorporating variety and offering escape spaces (areas that provide relief from intense stimulation) can make these environments more inclusive and better support overall well-being.
This is why architects and designers must go beyond their expertise in the physical environment and develop a more systemic understanding of how humans experience space, our biological needs in relation to our surroundings, and the factors that contribute to cognitive well-being. This holistic perspective is at the core of neuroarchitecture and science-informed design—ensuring that design decisions are informed by a deeper awareness of how spaces impact human health and long-term well-being.
The social impact of the environments we create is immense, and with that comes a great responsibility. Architects and designers shape the settings where life unfolds, influencing how people feel, behave, and interact daily. However, spatial design is not just about creating spaces; it is also about communicating ideas and presenting projects to clients. After all, if we don’t effectively convey the value of our work, we may never get the opportunity to bring these designs to life.
That said, we must be careful about how we use and present scientific concepts to clients and the public—especially when it comes to applied science. Titles like Dopamine Design or even NeuroArchitecture can be intriguing and marketable, but they should not be used merely as buzzwords to sell incomplete or oversimplified ideas. If we reference scientific studies, we must understand their context: Who were the participants? What methodologies were used? What were the limitations? Without this critical understanding, we risk spreading half-truths, fueling misconceptions, and creating unrealistic expectations about what design can truly achieve.
To Conclude
Dopamine Design brings attention to the connection between design and human experience, drawing from neuroscience to create more engaging and stimulating environments. However, as with any trend that borrows from science, it requires careful application and critical understanding. The challenge lies in distinguishing enriching stimulation from overwhelming overstimulation, ensuring that we create spaces that truly support long-term well-being rather than just providing fleeting bursts of pleasure.
As architects and designers, our role is not merely to create visually appealing spaces but to shape environments that enhance human health, cognition, and overall quality of life. This means moving beyond superficial interpretations of scientific concepts and ensuring that our design choices are grounded in a deep understanding of human biological, cognitive, and emotional needs.
Ultimately, spatial design is about balance. While activating the brain’s reward system can be beneficial, it should be done with intention and responsibility. Instead of chasing trends, we must prioritize science-informed strategies that foster environments where people can not only feel momentary joy but thrive in the long run.
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I would like to thank the student Hebe Arruda for bringing this topic to our class for discussion. It was a valuable opportunity to deepen our reflection on how neuroscience concepts are incorporated into design and how we can use them responsibly to create spaces that truly promote well-being.
References:
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