Mood Board Checklist


When beginning work on a marketing campaign, creating a mood board can be a valuable use of your time. This is a great way to get inspired and clarify your vision for yourself and for everyone involved in the project. If you’re new to the world of mood boards and not quite sure what to include, here’s a checklist of items we recommend.

1. Design

Find campaigns that have the design elements you are drawn to. Include things like graphics, layouts, illustrations, and patterns that you feel would work for you.

2. Photography

Sometimes you may be drawn to the subject of the photo. Sometimes it may be the style of the photography that speaks to you. Either way, it’s always a good idea to include photos you feel communicate your vision.

3. Colors

Inspiring color palettes can be found anywhere, not just in graphic design. You might see the palette you want in a painting, someone’s instagram post, an outfit in a catalog, or the decor in a room. Always be on the lookout for color combos to add to your mood board.

4. Typography

Find fonts and type treatments to include in your mood board. Even if you don’t know the name of the font, you can still use it as inspiration for what style of typography works for you.

5. Demographic

Sometimes in order to relate to your audience, you have to create a character based on your demographic. Include things in your mood board that represent your audience’s interests and persona.

6. General Vibe

This may sounds pretty vague and abstract, but having visuals that help communicate the vibe you’re going for is really what mood boards are all about. It doesn’t necessarily mean these type of visuals will be included in the final project, it’s just a representation of how you want your audience to feel.

Creating a mood board can be a fun and motivating part of preparing for a project. At 2nd Story we always appreciate seeing the ideas you have before we begin working. If you have a vision you’d like to see come to life, contact us and let’s take your business to the next level!

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