Forget mood rings. It’s all about mood boards.
I don’t know that this is a necessary step in most cases but there are times when a good old-fashioned mood board might convey your vision in a clearer, more efficient way. Let me present three scenarios as examples for this little demonstration.
1. You are an extremely talented art/creative director and you are wanting to lead your team toward great success. But, unfortunately your English not so good and the designer or developer is not getting your vision. MOOD BOARD!
2. You are working with a new client and they have the purse strings pulled tight. They have provided excellent and valuable input regarding what they like and have included some samples of stock photography that you could possibly use somewhere in the design. Rather than wait for the first round presentation in two weeks to see the design options, they were wondering if they could give us an idea of what direction we might go in. MOOD BOARD(s)!
3. You work for 14Four and you have a client who has a client they would like to sell a brilliant idea. Or, you have a client who is going after a prospective client and really wants to impress them with some interactive components in response to their RFP. Mood board? YES!
Here is a sample that one of our brilliant designer just put together the other day for just such a number 3 scenario. This along with some wire frames were just what they needed to round out their presentation.
This process gives the designer the opportunity to present a direction without the recipient getting caught up in flow, functionality and all that other crap. Having many more years of print under my belt than digital/interactive, I have started using a similar approach to new projects, although I don’t know if they would qualify as a full blown mood board, to collect my thoughts and let creative flow without being hindered by questions more utilitarian in nature.
The link below has a psd template for getting started and some samples of boards the company has done.
If you ask around you would probably find out that I’m not a big fan of extra steps and even sometimes regular steps but there are times when certain steps prevent having to step backward further down the line, which are my least favorite steps of all.