Four Things A Mood Board Should Accomplish
When your brand identity is crafted with focus, flair and purpose it becomes an asset to your business. It enables your current and prospective clients to see your business in a professional manner, building value; setting you apart from the competition and helping you gain in confidence. Brand styling usually starts by creating a mood board to set the direction of your brand identity. This is a great way to visualize how you’ll communicate your brand message and ensure it connects with your consumer. There are key elements to designing mood boards-- selecting typefaces, color, imagery and patterns that will send out the right message about your business . Let’s discuss four things a mood board should accomplish…
FOUR THINGS YOUR MOOD BOARD SHOULD ACCOMPLISH
SET THE TONE
The mood board sets the overall vibe that you want for your brand
TELL A STORY
A good mood board tells a story, from start to finish, and defines the “feeling” that you want your brand to provide to viewers.
CONNECT TO YOUR AUDIENCE
Once a mood board is fully completed, it should define your audience.
GIVE CONSISTENT DIRECTION
The mood board will help to determine the direction that your brand styling is going and how best to showcase it.
Our approach to brand styling is making sure all of the brand elements compliment each other and communicates a clear brand message. Those elements in the mood board are— imagery, typeface, primary and secondary logos, and color palettes. Let’s discuss two elements, imagery and typeface, for now.
When used properly and consistently, images can deepen a customer—or potential customer’s—attachment to your brand. Brand imagery is how you build your brand’s aesthetic. These images are more than simple visuals—they convey an emotion in the viewer known as “brand feelings”.
Simply put, typography is the style and appearance of text. When a company is designing a brand identity, a consistent set of fonts should be used, with each serving a specific purpose. Your brand’s typography allows you to express its identity and in turn, attract your preferred clientele. After brand elements are designed, the next step in the process is to use the elements to style the collateral. The website, business cards, packaging, and marketing literature should all be designed using the elements in the mood board. That's how you'll develop a truly remarkable and coherent brand identity.