So, what exactly is a mood board?

Mood boards are a compilation of different images, colors, fonts, or styles intended to evoke a specific look and feel for a brand.

Color swatches, typography styles, and photography styles in a mood board

How do we use them?

In web design, we use mood boards to establish a look and feel with colors, fonts, graphics, and photos before we go into designing pages for the website. We usually create two different options that have a different look and feel to get the client’s input—we like to collaborate with the client to see which option feels right to them. In each option, we compile a collage of colors swatches, typography examples, types of photos, graphics, photo treatments, and different iconography styles.

Our mood boards for web design are more literal than general mood boards because we find it’s easier for the client to envision the styles applied on the website and how each designed element can give off different emotions.

Our mood boards for web design are more literal than general mood boards because we find it's easier for the client to envision the styles applied on the website and how each designed element can give off different emotions.

Over the years, we’ve realized how much mood boards benefit our process opposed to not doing them. Keep reading to see why we find them so crucial to our operation.

  1. Pushes creativity

We’ve found that when we do mood boards first, it gives us a chance to play around with design elements more than just jumping into the design. It gives us time to do some market research and determine what styles will make sense for that particular client and their industry.

  1. Allows for more collaboration with the client

The mood board step in our process is usually the part clients say they like best, and rightfully so. We get to talk about what colors will resonate with their audience and what types of imagery will make the most sense. It gives our clients a chance to have input on the design before we get too deep into the project. It’s the time where we can experiment and see what works best before it’s too late to turn back. Our clients love being able to be a part of these decisions because it feels more like a team effort.

  1. Makes sure the look and feel is in alignment with the project goals

There are things that we think about like color psychology and how we want users to feel while using the website. Mood boards help this all come together to make sure the design will perform as it’s intended to hit those goals we discussed with the client at the beginning of the project.

  1. Provides for a more efficient and smooth process

Getting the client involved early on in the process before design elements have been set in stone helps the project move forward more smoothly. Mood boards help prevent surprises from the client side—they are fully aware of our design decisions before they see the final product.

  1. Provides a great reference tool

We host our mood boards through Invision, which makes it easy for everyone involved in the project to go back to the link and reference for consistency. We can easily double check fonts, colors, and other styles. Invision also allows the user to download fonts and images which is helpful for them to have on their side.

Is your brand in need of a new website? We’d love to work with you, contact us today!

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Sara Kauten

Art Director

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