Experts explained the reasons for the popularity of the dopamine trend
Dopamine style, vibrant digital content, and game mechanics in online services are becoming increasingly popular amid high levels of stress and information overload. On June 14, experts told Izvestia why people are increasingly looking for quick sources of positive emotions and how this trend affects consumer habits.
The meaning of a trend in fashion
Dopamine style is often associated with bright colors. Andrey Sipko, a stylist and head of content projects for Labbra and Eleganzza clothing brands, emphasizes that today clothes are increasingly being chosen to improve internal health and restore confidence in unstable conditions. According to him, in times of crisis, clothing becomes an affordable way to quickly influence well-being and gain a sense of control.
In recent years, the idea of "dressing for the mood" has become popular due to the high level of anxiety in society.
"Bright colors in clothes are strong accents and triggers that help <...> shift your attention throughout the day," he said.
The impact of content on the brain
The popularity of short videos and vivid interfaces is directly related to the brain's reward system. Psychologist Victoria Nikolaeva explains that under stress, people do not have the energy for deep reflection, so the brain chooses a quick emotional response as a way to save resources. Constant consumption of such content can reduce the ability to concentrate and work for a long time for the sake of results.
"The brain gets used to the "candy" every 30 seconds and stops understanding why to wait or work hard. Concentration is falling," notes Victoria Nikolaeva.
The psychologist emphasizes that dopamine sites do not change needs, but expose the problems of exhaustion and loneliness. In her opinion, the desire for positive emotions is normal, but the situation becomes problematic when a person cannot stop and feels uncomfortable without constant stimulation with gadgets.
Shopping Gamification
The business reacts to the decrease in user concentration by introducing dopamine design. Marketer Elena Rogova explains that such a visual system creates a sense of micro-reward, retaining the audience. For example, "dopamine websites" — shopping simulators - are already actively developing in Asian markets, where the process of interacting with the interface and receiving virtual bonuses is more important than the very fact of purchase. There, the user can go through the entire shopping journey: browse through bright catalogs, read about the product and put it in the basket, but not place an order.
"The user doesn't just buy, but goes through a game scenario: interacts with the interface, receives rewards, and returns to the product. With this approach, value is created not only by the transaction, but also by the interaction process itself. This is a fundamental shift: the interface is becoming not a showcase, but an experience," said Rogova.
As the marketer notes, the user's focus of attention has been reduced to eight seconds in the digital age. In this regard, brands compete for the emotional state of the consumer, turning websites into interactive platforms with game mechanics.
Trend forecasts
As Rogova emphasized, a counter trend is already forming — "digital silence" (intentional design), where clarity and lack of overload are valued.
"In the end, it's not the brightest brands that win, but those who accurately manage the user's condition and know how to dose visual stimulation," Rogova said.
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