Ray Slater Berry
Sep 24, 2020
For all of the typing, talking, and hand signals someone can do when expressing an idea, it's so hard to convey instantly. Communicating an entire brand, vision, or feeling often comes easier visually.
People process images 60,000x faster than words—here's a visual to help you digest that information quicker.
Mood boards have been around for a while. They are a vital tool for UX designers, product designers, web designers, graphic designers (the list goes on) for ideating and communicating ideas rapidly and effectively.
In this article, we'll explore the science behind a mood board, how to create one, and share eleven mood board examples to inspire your next design project. Whether you're "mood boarding"—yes, it's a verb—for personal or professional projects, a mood board is an incredibly useful tool to inspire and jump-start the design process.
Let this article be your mood board, of sorts, to kick-off mood boarding. Enjoy!
In short, a mood board is a collection of content to translate an idea or thought visually.
A mood board sets a specific tone for anything. Whether you're building a new product, a campaign, or a brand, a mood board can communicate ideas using shared design references.
A mood board is used for a team or an individual's work process and benefits both. Also known as an inspiration board, they are the first step between an idea and the first rendition of work. They help to get minds visually organized and inspired for what's to come.
It saves time in the early stages of a design process by getting a team on the same page and eradicating lengthy meetings trying to explain how something should feel. Research shows, mood boards allow designers the creative freedom they need while remaining coordinated and organized. Win, win.
Mood boards serve three primary purposes: to define, inspire, and direct. They can define an idea or project, inspire new angles or creative routes, and set the direction in times of uncertainty throughout a project.
The truth is, anything goes if it helps you achieve your goal. Mood boards are not only great for ideation and generating new ideas, but they can also aid the production process. They can do this by being a reference point for inspiration or research if a product team is ever feeling lost.
Pro Tip: If you like a piece of content because of its UX appeal don't disown it because the color, for example, doesn't fit your mood board's aesthetic—consider everything.
Most people turn to images as their base for a mood board. However, don't shy away from blocks of color, textures, fonts & typography, and other visual formats.
The content a mood board will include often depends on the type of project and goal. If you’re creating a mood board for a UI or UX project, you’re more likely to have website or app mockups that inspire ideas and development.
Whereas, if you’re creating a mood board for the interior design of an office, you’re likely to have texture samples, furniture designs, and color palettes. Look for the content that suits your goal best.
Picking a theme for your mood board will help you decide on the type of content you want. Your theme doesn’t have to line up directly with your product, but it’s there to unify the mood board.
For example, an app that tells surfers what the tide is like in their area could have a beach themed mood board. This doesn’t mean every image needs shells and beach towels, but it could direct the color scheme to corals, and include natural textures.
Think about what you want to feel when looking at the mood board; each item should evoke that feeling or serve a particular purpose based around it. If it doesn't serve its purpose on its own, then get rid of it.
This question comes up a lot: there's no right or wrong answer. Both online and offline mood boards have their advantages and disadvantages. The type of mood board that works best for you will depend on your project, resources, and the goal of your board.
The great thing about offline mood boards is they're tactile, impactful, and can appeal to more senses— smell, touch, taste. They're also collaborative when you're in the same space. Offline mood boards can be great for client pitches, small same-space teams, and designers looking to immerse themselves in the process.
However, offline mood boards are limited to precisely that, offline. It means for all the work you put into them, only those in the same room can utilize them. A photo or even a video of a physical mood board will never do it justice, resulting in temporary work and a missed opportunity to grow your ideas as your project does.
Although limited on the tactile front, the amount of digital tools and resources available at a few clicks is massive. You're also able to find styles, images, and thought pieces that are more likely to evoke the feelings of what you want, rather than relying on your handy skills to create them.
Of course, a massive bonus with online mood boards is their shareability. If using a mood board tool or platform, like Milanote, Pinterest, or Adobe Spark, online collaboration opportunities are endless.
This is especially useful after 2020’s shift into remote work. With more companies taking the remote leap and staying there than ever before, our processes need to be as readily remote as we are.
Plus, online mood boards don't need to be removed because someone wants the whiteboard. They can be a work in progress throughout the entire design process—a digital canvas never runs out of paper.
For this article, we'll focus on creating a digital mood board. There are a few things to keep in mind when designing your mood board.
Start a mood board before a project officially launches, to enter the process with a clear idea of its tone and feel. This will help you organize ideas and kick the project off with everyone on the same page, or board in this case.
Consider fonts, texture, images, GIFs, quotes, typography, video, whatever helps you get your theme across.
It's worth noting here that looking on Google should not be your go-to option if you want to find great media, consider more design-focused platforms like Behance or Dribbble—a sort of social media platform for design—to curate your own mood board.
It's important to consider who you're mood boarding for and the type of person they are. Is it for yourself? A product team? A client? An entire business? Don’t limit this to only the audience of your design concept, consider the audience of your project as well. By fine-tuning your audience, it will inform your work.
A good mood board can come hand-in-hand with a design brief. For example, you can share a brand board with a designer alongside a UX design brief of a new product. It will help team members understand how you want the task to look and feel.
Pro Tip: If you're looking to write the perfect design brief, then follow these nine easy steps to build one that works.
As you'll see with the mood board examples below, they come in different layouts, some are regimented and present content in the same dimensions, while others come with different content in various sizes.
All creative processes are different and you need to find the layout that works best for you and your project. For example, if you’re working on a mood board for UX purposes you may want to consider a layout that reflects the interaction of your product.
The layout will also depend on the design ideas you want to convey and the platform you're using. For example, Canva or Adobe Spark grants a lot more flexibility than Pinterest.
Whereas, if you’re working on a mood board for interior design purposes, different shapes and sized content can help add the same amount of depth and result you’d like to see with your interior design.
It can be easy to stray away from a brand as you dive deep into mood boarding. Try to stay on-brand or as close to it as you can with the graphic design of your work.
Dependent on what you're mood boarding for and why, it might be a good idea to keep the mood board updated regularly. When you’re building a mood board for a product, then it should evolve just ahead of your product. Let your process inform your mood board and use it as a constant reference point if ever lost for inspiration.
When you're mood boarding, don't get in your head about using too many examples. You can always remove some later, but it's harder to get back into the mood board mindset and add more if you're falling short. Overdo it and then analyze each piece of content and ask whether it enhances the mood board by being there.
Plus, concepts, or comps— comprehensive layouts— rarely come as one rendition. Don't be afraid of creating two or even three mood boards that take your idea down different visual paths, then lock down the one you think works best for the goal at hand.
To lock down a mood board you want to run with, share it with your team and get feedback, and align it with your brand mission and vision. What feels right for everyone?
To keep your mood board as a reference point, you need to make it accessible. Also, consider collaborating on the mood board with key stakeholders. When used as an idea generation tool, everyone involved in the project should contribute to the mood board.
Looking for mood board inspiration? Look no further. We've scoured Behance's greatest mood board design styles, so you don't have to, and collected 11 mood board examples that you can use to inspire your next design project and design team.
Pro Tip: If you're looking for more design inspiration, check out these 17 graphic design books to change your approach to design.