Creating a successful

mood board
What is a
mood board?
& why are they important?
Putting together a successful mood board relies
heavily on gathering the right imagery. Your
chosen images should be reflective of the
preferences of the client, convey any underlying
themes and styles, and give a visual nod to the
audience the end design aims to attract.

A mood board is a collection of imagery that

details artistic direction. It acts as a visual guide
to follow when designing as it includes creative
references throughout.

Presenting 2 mood boards is the sweet spot as it

allows the client to make the final decision on the
direction of their brand, but isn’t too many that
they get paralysis by analysis.
Step 1. Image Pinterest

Resources
Behance
If you aren’t particularly savvy
with a camera, fear not!
Pexels

The websites to your right

feature incredible imagery and Unsplash
works from talented people.

When compiling a mood board, Dribbble

use these resources to collect
images, design inspiration &
anything that you feel fitting Awwwards
for the brand.

DesignInspiration

1. Handwritten ‘Note-style’
Step 2. Typography Brand
& Logos Photography
Search
Terms •
•
Typography inspiration
Creative font designs
•
•
Brand photography inspiration
Creative photography
Tip: adding
stylist/styling to
the end of search
terms helps find
images that are
• Hand-lettering examples • Visual storytelling photography professional shot
• Modern typography trends • Minimalist photography by photographers
• Minimalist typography • Maxamalist photography
Ensure you’re •
•
Vintage typography
Typography for branding
•
•
Lifestyle photography inspiration
Product photography

searching for the five

• Typography for logos • Portrait photography ideas
• Bold typography • Nature/landscape photography
• Script fonts • Street photography
key visual elements •
•
Sans-serif fonts
Serif fonts
•
•
Black and white photography
Architectural photography
• Geometric typography • Food photography
to include within your •
•
3D logotype
Kinetic Lettering
•
•
Food styling
Fashion photography trends

mood boards. •
•
Condensed typography
Experimental typography
•
•
Photography styling
Product photography stylist
• Calligraphy inspiration • Packaging photography styling
• Type layout ideas • Travel photography
• Typography quotes • Candid photography

Use descriptive words

• Typographic ligatures • Abstract photography
• Experimental typography • Experimental photography
• Bold logo design • Urban exploration photography
from your mind map/ •
•
Script font logo design
Geometric logo design
•
•
Still life photography
Colorful photography
• Hand-lettered typography logos • Vibrant photography styling
brand strategy and • Modern logotype • High-contrast black and white photography
• Logo typography trends • Abstract close-up photography
add visual words on •
•
Distorted typography
Monospaced typography
•
•
Motion blur photography
Self-portrait photography
• Blackletter typography • Cityscape photography
the end of your search •
•
Decorative letters
Font pairing inspiration
•
•
Time-lapse photography
Sports photography action shots

(see to the right). •

•
Retro logo design
Custom typography designs
•
•
Drone photography perspectives
Night photography
 Icons & Colour Product
Illustrations Palettes Packaging

• Icon design inspiration • Earth tone colour palettes • Minimalist product packaging
• Flat icons examples • Monochromatic colour schemes • Eco-friendly packaging ideas
• 3D icons • Vibrant and bold colour combinations • Luxury packaging inspiration
• Illustration Pattern • Neutral colour palettes • Sustainable packaging solutions
• Minimalist illustrations • Pastel colour palettes • Vintage-inspired product packaging
• Line art illustrations • Complementary colour schemes • Creative packaging designs
• Geometric illustrations • Analogous colour palettes • Innovative packaging concepts
• Hand-drawn illustrations • Gradient colour inspiration • Food packaging design ideas
• Vector illustrations • Retro colour combinations • Beauty product packaging inspiration
• Iconography trends • Nature-inspired colour schemes • Beverage packaging designs
• Isometric illustrations • Dark and moody colour combinations • Minimalist label designs
• Character illustrations • Tropical colour inspiration • Maxamlist label designs
• Monoline illustrations • Vintage colour palettes • Sustainable materials for packaging
• Abstract icons and illustrations • High-contrast colour schemes • Unique packaging shapes and forms
• Nature-inspired illustrations • Cool-toned colour combinations • Graphic patterns in packaging design
• Vintage illustrations • Minimalist colour palettes • Handmade packaging inspiration
• Retro icons • Maxamalist colour palettes • Sustainable packaging
• Whimsical illustrations • Warm and cosy colour palettes • Organic product packaging ideas
• Negative space illustrations • Bright and energetic colour schemes • Interactive packaging designs
• Organic and nature-themed icons • Muted and subdued colour inspiration • Bold and vibrant packaging colours
• Hand-drawn doodle icons • Metallic colour palettes • Packaging for small businesses
• Pop art illustrations • Coastal colour schemes • Premium packaging inspiration
• Surrealism icon • Urban-inspired colour palettes • Eco-friendly packaging
• Gradient icon • Soft and serene colour combinations • Origami-inspired packaging
• Symmetrical illustration compositions • Pop art colour inspiration • Packaging for subscription boxes
• Hand-drawn icon styles • Jewel-toned colour palettes • Minimalist packaging typography
• Infographic-inspired illustrations • Scandinavian colour schemes • Luxury packaging for high-end products
• Grid-based icon • Moody colour combinations • Nature-inspired packaging concepts
• Texture-based icon • Citrus-inspired colour palettes • Retro and nostalgic packaging
• Clean and sleek illustrations • Autumn colour inspiration • Abstract and artistic packaging
• Grunge-style illustration examples • Watercolor-inspired colour schemes • Playful and whimsical packaging
• Abstract iconography • Summer colours • Typography-focused packaging
• Watercolor illustrations • Botanical-inspired color schemes • Geometric shapes/patterns in packaging
• Organic shapes iconography • Art deco color inspiration • Minimalist and clean packaging design
• Monochromatic illustrations • Neon Colours • Monochromatic and grayscale packaging
 instantly create a relatable and
personal feel. The typography can
resemble something taken straight
from someone's shopping list,
reinforcing the brand's foundation
and reflecting the busy lifestyles of

Step 3. Design Solutions

your target audience.

This note-style font choice also sets

the brand apart from its competitors,
providing an opportunity to stand
out in the market.

After gathering inspiration segment them into

3 design solutions (maximum of 2 solutions for each). 2. Thick Handwriting
To maintain the handwritten
feel, we can use thick
handwriting to create a
confident yet personal and
relatable impression.

1. Typography The imperfect nature of the

typography is ideal for
emphasising the brand's
homely and friendly qualities,
which are critical
components within the brand.

2. Colour Palette

3. Brand Assets 3. Colour Contrast

Using stark colour contrasts
throughout the brand identity can
effectively convey the zesty
essence of the brand and reinforce
its non-conformist ethos.

We can utilise green as the primary

Jumping straight into creating mood boards can be colour and incorporate a bold,
adventurous contrast colour. While
this unconventional approach may
daunting and overwhelming with the sheer volume of be seen as risky, when executed
correctly, it can truly make the

images we've gathered. By segmenting our inspiration brand stand out.

into different design elements, we have a guide to

follow ensuring the mood boards only include design
4. Doodle Illustrations
solutions that align with the brand strategy.
Hand-drawn illustrations and
lines lend a familiar and friendly
feel that aligns perfectly with En
Route's brand. It also adds a
playful and natural touch to the
overall direction, fitting in with
other design solutions.

By incorporating hand-drawn
Step 5. Categorise your Images
Import your inspiration (following the design solutions picked) into your design
software and categorise them around your artboard into the five elements:

Typography Brand Icons & Colour Product

& Logos Photography Illustrations Palettes Packaging
Step 6. Choose your Mood Board layout
 friendly essence of the brand.

Step 7. Add images Step 8. Zoom in

Use a mix of design assets (from the five Increasing the size of the design inside the
categorised elements) so that it feels balanced. clipping mask can make a big difference. By
capturing only a portion of the image, you can
Avoid overcrowding by spacing out the simplify the design and make it more
different assets, for example, never place two impactful!
logos or photographs next to each other. This
will help create a harmonious look! You can do this with all of the visual elements,
so if your mood board always looks
overcrowded and too full, this might be why!

Try zooming into sections of the design that

you want to highlight and show importance to.
Step 9. Colour Palette Step 10. Blending Mode
Choose a rough colour palette (taken from the Now we’ve figured out the
brand strategy and research gathered so far). rough colour palette, this
The colours chosen at this stage may not be the will help you take your
exact colours as they might be adjusted slightly mood board from
during the design process. However, scattered to cohesive! Use
establishing a clear colour direction is crucial the transparency panel to
to avoid presenting colours that the client is not experiment with blending
aware of, which can lead to confusion and modes to change the
possibly more revisions. colour of the images.
Step 11. Photoshop

Use Photoshop to manipulate photos.

Sometimes, an image may look odd due to
its background, and simply adjusting the
transparency won't fix it without affecting
other elements. In such cases, you can cut
out the image using Photoshop and
replace the background with a color that
complements the overall look.

Here's how: In Photoshop, use the

"Select Subject" tool to auto select the
main object. Then, copy and paste it into
your mood board and apply a clipping
mask. Finally, choose one of your brand
The image will now blend seamlessly
colors as the background.
with the other elements in the mood
board creating a cohesive feel!
Step 12. Illustrations will be created with a
hand-drawn style, featuring

Annotate
imperfect line-work to complement
the note-style typography.

Always annotate
your mood board! The brand will
incorporate messy
scribbles (underlining,
circles etc) that mimics
the audience's busy
lifestyle, making it more
relatable and engaging.
Without context &
Everyday shopping

explanations, clients may not list inspires the

note-style font
design, drawing on
fully understand our vision or the busy lifestyle of
the target audience.

how the elements will

contribute to the overall
design. They may even Illustration or icon
will be consistent
with the logo and
interpret it completely typography used
with the
hand-drawn style.
differently than you intended.
That’s why it’s crucial to
explain your thinking and
The logo will feature a refined

decisions with annotations. note-style font to bring familiarity

to your audience and stand out
from your competitors by using a
font that isn't overused within the
industry.
learning
Happy

reminder: this resource is here to stay

Now you know the importance behind mood boards and how to build one
successfully, I bet you’re eager to start experimenting! Remember, if you ever get
stuck or, feel you need a little information refresh, don’t be afraid to read
through this document again. After all, it’s yours to keep!