Behind the Scenes of a Moodboard

A moodboard is usually the first visual you’re getting of your brand identity. And it’s where things start to get exciting after kickoff calls and lots of brand strategy talk. You’re finally sitting with your designer and seeing some COLOR. Images, type, logos, all of it. And sure, they’re fun to look at, but beyond that and “vibes,” what are you actually looking at? Is it really that important?

Yes. I believe so. Important enough to write a blog about, even.

So first off, why do we even put them together?
Well, it’s how we start to think visually before designing anything. It’s a gut check for us and a chance to make sure we’re aligned with the client goal. It’s where those abstract words like “fun,” “bold,” “elegant,” “minimal,” “refined,” “playful,” “quirky,” etc. begin to take shape and become something more concrete.

So, what are you actually looking at?

Most moodboards contain a mix of a few key things. Color direction, not final palettes. Type feel, not font choices. Image style and energy. And an overall mood and tone that ties everything together.

Color direction shows the overall tones your designer is leaning toward. Earthy, jewel tones, pastels, warm, cool, saturated, desaturated, lots of color, or a more minimal palette.

Type feel might be a font pairing that gives off a certain feeling, or it could be an arrangement of type that feels bold, subtle, airy, or refined.

Image style and energy is where photography starts to come into play. Maybe it’s a certain filter over the images. Maybe it’s heavy shadows or none at all. Maybe it’s blurred, editorial, or very clean and straightforward.

And then there’s the overall mood and tone. This part matters a lot. When you look at the board as a whole, it should convey a feeling. Not everything on the board needs to communicate that feeling in the exact same way. For example, you might want the brand to feel “fun,” but that doesn’t mean every image has to be loud or playful. Sometimes there’s only one fun element, and that’s enough to set the tone.

Are you seeing what I’m getting at? Those abstract ideas can show up in different ways. That’s why it’s important to align on the vision first. Everything on the board is there on purpose.

But also, don’t take the board too literally.

The logo placed on it will not be your new logo. It might be inspirational, but nothing on a moodboard is final. This step is not about picking your favorite image or locking in specific design elements.

So how should you be looking at it? What kinds of questions should you be asking yourself? And how do you give feedback on something that could be the thing, but isn’t really the thing yet?

Here are a few ideas.

If you zoom out and look at the board as a whole, does it feel like it’s going in the right direction? Is the feeling being presented the feeling your brand should be putting out into the world?

Are there any patterns showing up? Certain themes or ideas repeating? Does it feel cohesive as a whole?

If there’s something standing out to you that you don’t like, try ignoring what the image literally is for a moment. Ask yourself if it still aligns with the overall feeling you want to convey.

When you’re giving feedback, focus on the feeling rather than your design opinion. A gut reaction is often more useful here. It’s the designer’s job to dig deeper and figure out what is or isn’t working based on that feedback.

And as always, think about your audience, not your personal taste. Your brand is for them, not just for you.

Be honest. If something feels off, speak up. That’s exactly what this stage is for. If it’s not feeling right here, that’s actually a good thing. It means you can adjust before any in-depth design work begins, and you’ll save yourself and your designer a lot of time, energy, and frustration.

Just remember that this is a starting point. Moodboards are a guide, not a brand. The full identity comes next. Your role is to confirm the direction. Your designer’s job is to create it.

Overall, moodboards are a place to pause. They take something blurry and abstract and help it start to focus. Not all the way. Just enough to move forward with clarity.