How to make a mood board and why?

Jul 30, 2019 | 0 comments

If you are a designer spending hours and hours to come up with a meaningful design, or sometimes never achieve one, this one is for you. If you are a marketer trying to visualise what the end result should be like, this one is for you too. If you are a layman who wants to see 10 different design options to be able to assess what you really want, this one is definitely for you!

The mood board is the most crucial step in the process of designing. It helps in giving visual direction for the project and to stay focused. It also helps you imagine before going head on with the design app, tool bar and filters. Be it brand identity, poster, website or an app – designing without a mood board will result in a lot of time wastage. Here are 3 simple steps in the process of creating a mood board.


Identify all the Keywords relevant to the brand, it’s personality and it’s audience. Usually mind mapping and brainstorming is a process by itself but the important thing, before diving into the next step, is to have the relevant keywords sorted.


Gather Images that are a visual representation of the brand and the keywords you identified in Step 1. It could be from stock sites, books, magazines or even objects from real life. For instance, if you are on the road and you find something relevant to the brand, you can take photographs and add it to the collection (Cloud/local folder/Gdrive).


Once you’ve collected enough resources it’s time to compose the mood board. Narrow down on the images that are very close to the personality and emotions of that particular brand from the collection created in Step 2. Compose them neatly on an art board (in any app that allows you to compose a set of images) rather than just throwing them into a random collage. It will help bring clarity. This step should help you finalise the colour palette, typography and the overall visual tone of the project.

And Voila! Your mood board is ready!

This mood board is for a brand dealing with natural products. The desired visual approach is minimalistic, simple, fresh and clean. You can expect a minimalistic logo. White background, negative space, a combination of green, brown and lavender, and a bold serif font matched with a contrasting light weight sans serif font in all the branding and marketing collaterals. This even sets the tone for photography – warm and fresh.

So, are you ready to create something with purpose and direction in less time?