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During the pandemic in 2020, Rachel Verney began transforming her Surrey home by incorporating vibrant colours and bold patterns, a shift that has since captured the attention of over 800,000 social media followers. Her bright orange sofa became something of a hallmark, boosting her popularity as she shared renovation videos under the moniker The Shoestring Home. Rachel’s mission is to make stylish and colourful interior design accessible and affordable, appealing especially to a younger audience. Despite not being professionally trained in interior design, she has embraced content creation full-time and sees her home as “my happy place when I work on a project.”
The growing trend behind her colourful interiors is known as “dopamine decor,” a style that encourages adding bright and quirky items to living spaces to spark joy and positivity. This approach has gained traction on platforms like TikTok, where over 70,000 posts explore the theme. Rachel acknowledges that not everyone welcomes the unconventional designs; she has encountered some criticism on social media for the boldness of her choices. However, she believes that in today’s uncertain and often gloomy world, homes should serve as joyful sanctuaries. “Everything is so gloomy and the world is a bit of a scary place at the moment – houses want to be joyful,” she explains.
Psychologist Dr Natasha Sharma highlights the science behind the phenomenon, noting that dopamine—a neurotransmitter linked to pleasure and motivation—is stimulated by vivid colours. These bursts of colour trigger small dopamine hits, offering optimism and enhancing wellbeing in times of uncertainty. According to Dr Sharma, “Dopamine decor allows people to ‘externalise’ their identity and boost their mood,” thus creating a “heightened sense of wellbeing.” She also warns that overly neutral or grey interiors can contribute to “feelings of emotional flatness,” underscoring the emotional impact of colour choices in the home environment.
Nicola Brighton, founder of the Birmingham-based business Printed Weird, is another figure thriving within the dopamine decor trend, designing playful prints and neon mirrors that evoke nostalgia and bring happiness to customers. Since starting her business in her mother’s spare room seven years ago, Nicola has seen a 62% growth in sales since 2022, with her products selling out frequently across the UK and US. She explains her motivation: “When you come home from work and you’ve had a rubbish day, you can just look at things that bring you joy and happiness.” Despite some estate agents advising that neutral colour schemes are better for selling homes, individuals like new homeowner Jodie Edmonds embrace bright colours as a personal expression, with Jodie stating, “A grey house would make me feel low, a bright house makes me feel motivated and inspired.
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