Why You Need a Mood Board
One of my favourite parts of the brand identity phase is creating the mood board and complimentary colour palette. This phase is strategically thought through, from visual concepts, inspiration, and aesthetics that resonate with the brand's values.
STRATEGIC VISUALS
Mood boards are more complex than one thinks, and if done right, they can empower so much insightful direction to a meaningful brand identity. Mood boards should be created with the brand's strategy in mind, whilst creating imagery that connects and directs the brand's purpose. Each image I choose for my mood boards has purpose and meaning, which guides the brand's design phase. The brand's audience, brand values, goals, visions, and purpose are all considered through this creative process.
INSPIRATION
The main purpose of creating a mood board before diving into the design phase is purely to bring the brand strategy to life through visuals, giving direction to the brand's appeal. Inspiration for imagery, colours, patterns, fonts, and even product inspo are pulled through in a mood board to really direct the overall feel the brand wishes to portray.
AESTHETICS
Ok, I won’t lie, but this word "aesthetics" often bugs me as it is a huge buzzword. However, in the world of marketing, this word is still relevant. People buy with their eyes, and as such, a mood board should speak for itself, also creating the aesthetic appeal the brand wants to elaborate on. The mood board is often used as an inspirational piece to reflect the brand's online presence in an aesthetically pleasing way. We all like pretty things, right?
THE FEELING
Most importantly, the mood board touches on any emotions a brand wishes to provoke. Sexy, luxurious, soft, playful, bold, caring, etc., are keywords paired with my mood boards. As much as people buy with their eyes, they also resonate with the feeling a brand portrays. Colours, textures, and shadow play often resemble a chosen feeling to bring out the brand's core values and to provoke certain feelings in buyers. The mood board is the key director of these emotions. Does your brand have a thoughtful mood board to direct your overall vision for your business?
Nadine / Hope Gathers Studio