Mood board
Also called moodboard, inspiration board
What is a mood board?
A mood board is a collage of images, colors, typography, textures and words that shows the intended look and feel of a brand, campaign or piece of content. Designers use it early, before real design work, to agree on a visual direction with clients or teammates. It can be physical or digital, built in tools like Pinterest, Canva or Figma.
A mood board is about direction, not final assets. It helps answer vague briefs like "modern but warm" with something concrete everyone can point at: this photo style, these colors, not that.
Mood boards are common in branding, photography, video production and interior design. In video work they often sit alongside a storyboard, which plans the sequence of shots, while the mood board sets the look.
Why a mood board matters
Misunderstood briefs are expensive. A mood board shows a direction in minutes and catches disagreements before anyone designs a logo or shoots a video.
It is also a lasting reference. Once agreed, it guides the color palette, photo style and typography across a brand's content.
How to make a mood board
- Write three to five words that describe the feeling you want.
- Collect 20 to 40 images, color swatches, fonts and textures that match those words.
- Cut it down to the 10 to 15 strongest items that agree with each other.
- Arrange them on one page with short notes on what each shows.
- Share it, gather feedback and adjust until everyone agrees.
Mood board example
For a yoga studio refresh: morning light through big windows, natural linen textures, sage green and warm white swatches, a rounded sans serif, and close-up photos of hands and breath rather than advanced poses. The note: calm, real, beginner-friendly.
Mood board FAQ
What should be included in a mood board?
Images, color swatches, font samples, textures, and a few keywords. Some include example layouts or competitor references marked as "not this".
Is a mood board the same as a storyboard?
No. A mood board sets the look and feel. A storyboard plans the sequence of shots or scenes in a video.
Related terms
Visual identity is the visible side of a brand: logo, colors, typography, imagery, icons and layout rules applied the same way everywhere.
A color palette is a defined set of colors chosen to work together in a design or brand, usually with set roles and exact color codes.
Brand identity is everything a business controls about how it presents itself: name, logo, colors, fonts, voice, values and messaging.
A storyboard is a sequence of sketches or frames that shows each shot of a video in order, with notes on action, text and audio.
Brand personality is the set of human traits people associate with a brand, such as warm, bold, playful or dependable.