ANATOMY OF A MOODBOARD
First off, what is a moodboard? A moodboard is a visual tool that communicates the concepts and visual ideas of a branding suite, website, or project. It is a well-thought-out and planned arrangement of images, graphics, pieces of text, etc. that is intended to evoke or project a particular style or concept.
I follow a one-concept method of brand design after I build out a brand’s strategy. I then start on the mood board. I present these two stages together before moving forward. I find the moodboard to be a vital part of my design process, as it is the visual component that binds the overall strategy together when presenting the creative brief.
Why use a moodboard?
To give a component to a show client’s strategy visually
To express the aesthetic and direction of a project
Efficient communication to make sure everyone is on the same page
Great way to focus creativity
One note.. a moodboard is not a brand strategy! Creating a ‘visual look’ for a brand is not the same as putting time and thought into research and into the direction that is right for the brand you are working with. It is important to explain the difference between these two concepts.
So.. what is the anatomy of a moodboard? What do you include in a good moodboard? There are a few key items I like to include in my boards for clients + their branding projects.
I focus on the following areas:
mood board for Some Shelly
Color//
Probably the most obvious item. I like to include a few images that have the color story I am trying to achieve with the project. I also make sure to check in that these colors are intentional and don't just look pretty. This is why my feed isn't one cohesive look, all my clients have specific needs for color and I prioritize that over my own look.
Typography//
The next biggest item. Include logo fonts, headings, and font pairings. I include important letter styles as well. For example, if the brand wants a logo focusing on a G, I will include the style I want to go for in the moodboard. Check out my last blog post about typography psychology.
Design + Form//
Spacing, illustrations, motifs, geometric vs organic, white space, etc all play a role in supporting the typo and colors in the overall branding.
Photography + Lifestyle//
This is where the ‘vibe’ comes from. Photography styling, more color and strategic messaging target the client’s audience. If I am doing a more creative direction for a client, I will give more detail about their photo direction here.
All these pieces come together to communicate the overall look and feel of the brand I am building with my clients. Moodboards are the foundation of branding!
