Discover the importance of mood boards in the design process, and how to get started on your own.

By Kris Travis


Once relatively exclusive to the fashion design industry, nowadays mood boards are everywhere – design, architecture, politics, education, therapy…basically anywhere one’s brand or identity is a work in progress. I use them a lot in the design work I do, whether for a brand identity project, or to determine the mood of an internal campaign for an already well-established brand.

While they may seem a silly, touchy-feely exercise to some, this visual exploration of mood and emotion can be incredibly useful in ways a verbal exploration is not. Mood boards can evoke immediate visceral reactions, acting as a litmus test of how others perceive your brand.