Our moods set the tone for our days. Moods can change depending on our circumstances, the weather, and our surroundings. Mood setting is something that shapes us, whether we are tuned into it or not. Deciding to be in a good mood can be enough to change your feelings regardless of what’s going on outwardly.

As anyone in the design world knows, mood is so important. Each client and project exudes a unique mood and is likely to transfer that mood to a targeted audience. That is the goal after all.

When branding a business, mood is made up of a variety of factors. A brand’s tone, wording, colors, style, and more all sum up the mood of the brand.

A business’s mission is to grab an audience’s attention, convince them of something, or sell goods or service. Branding is vital to getting this done. Branding is crucial to any business, and each business needs to become crystal clear on a brand in order to reach their niche. Getting an audience to feel the mood of your brand is key to reaching them on a personal level.

It can be difficult to get your clients to understand your vision for how their brand could soar. Using words to explain can be confusing, and that is where mood boards become really helpful.

Making a mood board is a fun way to get clear on a brand and what it will look like and feel like. The creation of the mood board can help you stay on track in creating a consistent brand. It will also help keep clients on the same page with the project.

Here’s how to create a mood board:


Visuals are a powerful representation of a business and the mood being set. According to the adage “a picture is worth 1,000 words”, people can feel 1,000 different ways by looking at a picture. To create a certain feeling, add pictures to the mood board. Grab images from the internet, magazines, or real life.


Mood boards can have text on them along with the images if you choose. The text should be straight to the point, just one or two words describing the mood. Fonts are important and help clarify the mood. Bold fonts can make a fierce statement. Swirling script can be whimsical. Fine fonts can be clean and concise.


Color brings everything together and captures an audience. There is a psychology to color that is universal. Colors can evoke mood, states of mind, and even hunger. Red can be bold, sexy, warm, or even a warning. Blue is calm, tranquil, or even sad. Yellow is friendly, energetic, and gregarious.

Most importantly, use your imagination! Do what feels right. The mood board can be as structured or free-flowing as you’d like. There are no rules for this because rules limit creativity!

There are so many advantages, too:

  • You have pinpointed the essence of a brand’s style
  • You have sparked some inspiration for the project
  • You can style websites, social media, and advertisements according to the mood board

Now that you have a mood board, you have a perfect physical representation of the mood for a business!

Below is a look at the mood board creating prior to The Agency rebrand. We were after an easy elegence, fresh & pretty, yet simple, soft and fun mood.

What do you think? We’d love to hear from you.

The Agency Rebrand Mood Board