Mood board
The mood board (engl. Mood "mood" board "panel") is an important work and presentation means in communication and design professions. In the course of a project, it supports the development, mediation, possibly sales and finally, as a reference, the conceptual implementation of visual or visually representable ideas.
content
Traditionally, the mood board is as large a sheet of cardboard as possible on which photos, drawings, materials and short texts are applied. Depending on the purpose, the assembly can be variable or permanent, freely arranged or (less often) with a complex layout . In addition to the conventionally manufactured mood boards, these are increasingly being created digitally. Objects can also be cut out and color moods can be easily set. Typical applications are for example:
- In the film industry , the representation of a set design ( scene image ), or whole movie designs in sketches and photos.
- In advertising and marketing, the visual definition of a campaign target group based on portraits and everyday culture.
- In graphic design, the design of a photo stylistic for an annual report, for example.
- In fashion design : visualize emotions, collection ideas and process images of the target group, colors, materials, fabrics, clothing and accessories
- In the stage or costume design in the field of performing arts (theater, dance, musical), especially in the development phase and for communication and coordination of the desired aesthetics with the directing team.
- In web design, the representation of the look and feel of page content and navigation means.
- In industrial design, the representation of the atmosphere of a product, which is characterized by colors, shapes and materials.
- In user interface design , the mood board makes the elements of a user interface tangible, clarifies relationships between different elements and leaves room for the imagination and new ideas that can be easily added, removed or rearranged.
- In the interior design , the mood board presents materials (e.g. leather, fabrics, woods, etc.), possibly only digital, that are to be used in the implementation.
- In photography for the visualization of productions.
function
In keeping with its name , the mood board preferably conveys so-called quality of appearance , i.e. the atmosphere, the mood of a design; essential aspects that can only be represented verbally or in individual images in a cumbersome or imprecise manner. A mood board is more convincing because of its immediate, intuitively comprehensible overall impression than because of the special nature of details or completeness of content. If the suggestive power mentioned is absent , it can often be concluded that the underlying idea is deficient; therefore the mood board is very suitable for developing, reviewing and differentiating concepts. In cross-disciplinary design processes, mood boards serve to balance the need for coordination and creative freedom.
The mood board is valuable in presentations because sketchy ideas can also be concretely visualized; complex content is literally manageable. The haptic presence of the cardboard board meets the need of many design customers for "touchability" and is therefore still often superior to electronic or printed versions in terms of persuasiveness.
Individual evidence
- ↑ Endrissat, N., Islam, G., & Noppeney, C. (2015). Visual organizing: Balancing coordination and creative freedom via mood boards. Journal of Business Research. doi : 10.1016 / j.jbusres.2015.10.004