QVC studied how colors and patterns affect the mood of women in Germany, Italy and the USA. Conclusion: clothing works, but quite differently in different countries.
Science claims that colors affect our mood. According to the survey, however, German women tend to be of the opinion that their mood can be influenced by flattering cuts and pleasant materials, at least when it comes to clothing. For more than two thirds, these are the good mood boosters, bright colors follow in third place with 37 percent. But of course they also have a special effect.
Germany: Accessories have little impact
A colored scarf can lift the spirits of at least 39 percent of German women. In principle, however, they are less influenced by accessories. 43 percent don’t believe that earrings, hair clips and so on will boost your mood. Women in Italy or the USA see things differently. There, only about a quarter are not convinced of the mood-enhancing power of the accessories. Around 49 percent of Italians wear colored scarves and 32 percent fancy shoes, while 36 percent of American women let their mood be lifted by eye-catching rings and 35 percent by statement necklaces.
Color makes you more confident
However, clothing does have the potential to lift spirits: as the survey shows, the mood of German women can benefit from bright colours, expressive patterns and special cuts. 42 percent of them feel “more self-confident”, 30 percent “more optimistic” and 28 percent “especially”. Just as many say that certain clothes make them smile more often.
By the way: Colors not only affect the well-being of the women who wear these colors themselves. But also when others wear them. The survey shows that 30 percent of German women are in a very good mood when they see other people in colorful clothing. With another 39 percent, this makes the mood of those surveyed a little bit better.
The “Dopamine Dressing” survey was conducted in collaboration with Bonsai Research in March 2022. A total of 3,013 women between the ages of 30 and 55 were surveyed in roughly equal numbers in Germany, Italy and the USA. The survey took place online.