Mood board
A board, physical or digital, that brings together images, colors, materials and typefaces to express the tone and character a design will aim for.
What it’s for
Helps interpret a brief and agree with the team or the client on something hard to put into words, such as an atmosphere or a style.
Key elements
It expresses a tone, it doesn't copy
The images suggest a character; they are not the final design.
Chosen with intent
Each piece is there because it says something about the project, not just because it's liked.
For conversation
It helps check that everyone imagines the same thing.
How it’s done
Gather references of images, colors, materials and lettering.
Choose and arrange what best expresses the tone you're after.
Discuss it as a group and adjust until the team agrees.
Applications in design
When to use it
When starting a brand, product, space or fashion project, when a style has to be agreed.
Avoid
Using images from other projects as if they were the solution; copying them raises rights issues.
Don’t fall for it
Explain in one sentence why each image is there; if you can't, it doesn't belong.
Connections
Authors and works
- 2001
S. Garner and D. McDonagh-Philp
They studied its use in design education as a tool to interpret and resolve the design problem through visual stimuli.
Sources
Original sources
- Garner, S., & McDonagh-Philp, D. (2001). Problem interpretation and resolution via visual stimuli: The use of “mood boards” in design education. Journal of Art & Design Education, 20(1), 57–64. View source: Garner, S., & McDonagh-Philp, D. (2001)
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