If, like me, you have experienced a creeping sense of slick sameness to supermarket shelves, online shopping carts and adverts over the last few years then you might be pleased to know that we seem to be on the cusp of something altogether more bright, colourful and, well, fun.
On everything from snack packaging to fizzy drink labels, is the emerging trend called Dopamine Design. It’s a new design movement that’s making waves in the branding world, yet for those of us who’ve lived through earlier iterations, it has a definite ring of déjà vu.
What is Dopamine Design?
Dopamine Design, as the name suggests, is all about triggering that little hit of happiness in the brain by using vibrant colours, playful shapes, and patterns that create a sense of energy and excitement. The aim? To make people feel good. Brands like 7UP, Jell-O, and Pepsi have all jumped on board, using bright colours and dynamic visuals that almost make the packaging itself feel like it’s buzzing with energy. It’s the sort of design that demands to be noticed.
But why does it feel so… familiar?
Echoes of advertising past
If you were part of, or around, ‘90s rave culture, you’ll see the resemblance immediately. Those neon greens, hyper-saturated pinks, and swirling patterns were practically the uniform for rave flyers, posters and album covers back then. It was all about intensity, visual overload, and creating a sensory experience that was as close as possible to the music and lifestyle that went with it. They in turn took their cue from the original psychedelia of the ‘60s and ‘70s, characterised by its bold colour schemes, distorted typefaces, and hypnotic patterns that sought to disrupt norms and overwhelm the senses.
But Dopamine Design isn’t just about rehashing psychedelic posters or rave flyers. It’s a dynamic mash-up of influences that span decades. One of the reasons this style feels so captivating and fresh is because it pulls from so many sources, creating a visually rich experience that feels familiar yet new.
A major influence is the Pop Art movement of the 1950s and 60s, with its use of vivid, high-contrast colours and repetitive patterns that blur the lines between high art and consumerism. This same ethos is carried through in Dopamine Design’s bold, graphic visuals that demand attention.
It also borrows from Maximalism, which embraces a “more is more” approach, layering intense colours and chaotic patterns to create a sense of visual overload. But Dopamine Design takes it further by incorporating the playful, geometric elements of 1980s Memphis Design, known for its squiggles, zigzags, and bright hues, giving it energy.
It even reaches back to the ornamental aesthetics of early advertising, where intricate hand-drawn illustrations and delicate flourishes were used to captivate the eye. Brands are using these elements with retro typography and decorative borders to make packaging feel handcrafted and nostalgic, adding a sense of familiarity.
The result is a palette of visual influences that spans from vintage advertising to the digital flourishes of Y2K futurism. It’s this eclecticism that makes Dopamine Design so engaging—it taps into multiple cultural touchpoints, blending the old and new into a vibrant, unified aesthetic that feels both nostalgic and distinctly contemporary.
From ChobaniCore to Dopamine Design
To really understand Dopamine Design, it’s worth looking back to ChobaniCore, the trend that came before it. ChobaniCore came out of Greek yoghurt maker Chobani’s 2017 rebrand, which used soft, earthy colours, hand-drawn fonts, and nostalgic elements to communicate authenticity and wholesomeness. It was a deliberate response to the overly polished, tech-heavy design aesthetic that dominated the early 2010s; think Google’s and Meta’s flat, geometric figures, and minimalist layouts, often referred to as Corporate Memphis. ChobaniCore aimed to humanise brands, making them feel tangible and real.
But in a world saturated with calm, wellness-focused visuals, it was only a matter of time before something bolder and louder came along. Enter Dopamine Design, which dials up the emotional engagement with colour, energy and excitement. It’s like ChobaniCore’s younger, wilder sibling that’s less about calm authenticity and more about pure, unfiltered joy.
The secret of Neuroaesthetics
The secret to Dopamine Design’s effectiveness lies in a field called neuroaesthetics, which studies how our brains respond to art and design. When we see bright colours or unexpected shapes, our visual cortex lights up, and dopamine is released. This creates a mini emotional “high” that leaves us with a sense of enjoyment and satisfaction. It’s the same neurochemical hit we get when we eat chocolate or achieve something rewarding. This is no accident; designers are consciously using colour theory and pattern play to elicit these pleasurable responses.
It’s all about capturing attention and creating a positive association. Think of it like this: when you see a snack package drenched in bright colours and fun shapes, your brain says, “That looks like fun!” It’s a cue that there’s something rewarding here—whether that’s a tasty treat or just the visual satisfaction of looking at something that makes you smile. But there’s more to it—these visuals also trigger areas of the brain associated with memory and storytelling.
A Storytelling tool
At Paper + Spark, we’ve long championed the importance of storytelling for brand engagement. This is where Dopamine Design really shines. The use of colours, patterns, and playful elements can reinforce the story a brand wants to tell. For example, a soft drink label covered in energetic squiggles and vibrant splashes of colour tells a story of fun, celebration, and spontaneity, even before a single word is read. It’s a form of visual storytelling that instantly communicates the product’s personality, making it memorable and meaningful.
For example, consider Pepsi’s recent rebrand. Their new designs feel like a party in a can, using vibrant colours and energetic shapes to communicate a message of fun and spontaneity. The visual language alone sets the tone—there’s no need for heavy messaging or lengthy text. The design itself is the storyteller.
Brands using Dopamine Design
• 7UP: Known for its refreshing twist, 7UP has recently embraced Dopamine Design with a rebrand that feels like an explosion of citrusy goodness. Bright greens and yellows with sharp contrasts make you almost taste the fizz just by looking at the can.
You can watch the above 7UP ad here.
• Jell-O: A brand that’s always had a playful image, Jell-O’s new packaging takes it to another level. Using neon colours and dynamic graphics, it’s all about fun, joy, and making a statement.
The above image is from Jell-O Rebrands & Updates Logo for First Rebrand in 10 Years (today.com), where you can read about Jello-O’s makeover.
• Pepsi and Fanta: Both brands have leaned heavily into this trend, updating their visual identities to feel more youthful and dynamic. With bold colour blocking and geometric shapes, they’re perfect examples of how Dopamine Design can turn a simple product into a visual experience.
View the above ad and many more on the Pepsi MAX Australia Facebook page.
Why we’re here for it
Dopamine Design feels right for this moment in a world that’s craving a little joy. And for those of us who’ve been around long enough to remember the original neon-soaked rave days, it’s like a familiar friend showing up just when you need them.
As we move away from the restrained aesthetics of the past decade, it’s refreshing to see brands embrace a style that’s all about expressiveness and energy. For us at Paper+Spark, this trend isn’t just about visuals—it’s a new way to tell brand stories, one that draws people in through the sheer power of joy.
So, if you’re a brand looking to create a memorable impression, why not experiment with a little dopamine? Inject some colour, play with patterns and embrace the joyful rebellion that is Dopamine Design.
You can read more about design in this article: 6 tips to talk about visuals and design more effectively.
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