How to Build a Moodboard
I decided to write this article after having a conversation with a coworker about what makes a good moodboard. I take for granted that I've been doing this for 15+ years and things like this come second nature to me at this point.
Moodboards are a great way to organize ideas, find a visual direction, and start turning that spin into something tangible. If you’re new to moodboarding you might be wondering where you even start.
I'm going to break down how to create a moodboard that doesn’t just look good but serves as a great tool for communicating vision and guiding the team. Whether you’re trying to align a group, pitch a concept, or do some exploration, here are some of the steps I use to build a board.
Clarity and Cohesion
A moodboard is about as straightforward as creative tools get — but don’t mistake its simplicity for a lack of power. A well-crafted moodboard becomes a touchstone for your team, a common ground where ideas converge. It’s more than a “here’s what I’m thinking” document; it’s a visual pitch that anyone on your team or your client side can look at and get. With a clear direction laid out from the start, you can avoid moments where everyone has a different idea of what “bold” or “playful” means, keeping things tight and consistent.
I’ve seen it firsthand: the right moodboard can take a scattered project and give it purpose. A strong board is that extra shot of espresso that sharpens the project’s focus and keeps everyone’s eyes on the same prize.
Asking “Why” as Your Guide
It’s easy to throw together visuals that “just look right.” But one of the best questions you can ask yourself is “why.” Why are you creating this board? Why include each image? Why do these choices belong in this story?
Start by nailing down the purpose of the board. Is it art direction for a campaign? A tool to sell a concept to clients? Or maybe a way to explore the vibe of a new brand? This purpose acts as your North Star, guiding every choice you make. Each visual element you select should come back to that “why,” creating a cohesive, intentional story that’s easy to understand and hard to miss.
Anatomy of a Moodboard
Now that you have your purpose, let’s break down the essentials that make up a clear, compelling moodboard — one that anyone can look at and understand right away. This list generally helps me land on a board that's comprehensive but there are no absolute rules with moodboarding. You might use all of these, some of these, or come up with your own.
Theme: This is your overarching concept. It’s the big idea that ties everything together, whether it’s a specific era, a mood, or a genre. Defining the theme gives the board a backbone.
Style: Think of style as the board’s visual direction. Is it modern, retro, minimalist, or something else? Your style gives consistency and helps narrow down choices.
Vibe: This is the emotional tone you’re going for — whether it’s fun, gritty, or refined. It sets the stage for the mood and experience.
Typography: Fonts speak volumes. Choose typography that reflects the project’s tone, whether it’s bold and loud or delicate and quiet.
Typographic Layout: How your text elements are laid out matters too. The layout should create structure, guide the eye, and reinforce your board’s style.
Graphic Elements: Patterns, shapes, icons, and illustrations all add layers to the story. They should feel like they belong and build on the theme.
Photo Style: The look and feel of your images need consistency. Lighting, color grading, composition — they should all work together to give a unified photo style.
Color Palette: This might be the most immediately impactful part. A cohesive color palette sets a mood, ties visuals together, and adds to the emotional weight of the board.
Building a Visual Toolkit
Once you have your game plan, it’s time to go hunting. Go beyond the usual stock images; magazines, books, textures from nature, personal photos, and even a few of those strange Pinterest finds can all work. Each element should have a role in the story you’re building. Colors can evoke specific emotions, textures add depth, type conveys personality. It’s not about finding things that “look cool” — it’s about finding visuals that add to the story.
Editing and Curating — Less is More
Moodboards can quickly get crowded, and if your goal is to create clarity, then curation is key. As you go, keep refining by pulling out any visuals that don’t reinforce the main message. You’re aiming for flow here — colors that harmonize, a focal point that catches the eye, and a cohesive vibe. You want to lead your viewer through the story, not overwhelm them with too much information. As they say, sometimes less really is more.
Bringing it All Together
Once you’ve gathered and edited your elements, it’s time to weave them into a narrative. Look for connections between visuals — repeating colors, themes, or textures that reinforce the idea. Adjust your selections until everything fits together as one cohesive whole.
Take a step back and view the moodboard from an outsider’s perspective. Does it communicate the intended story? Is the purpose clear? You’re not just creating a board for yourself — it’s a shared vision that everyone can see, understand, and get behind.
Presenting Your Board — Give it a Name
The final steps — give it a name and walk through the board like you’re telling a story. Explain each choice and how it supports the overall direction. It’s about more than showing visuals; it’s about bringing your team or client into the world you’re building. I can't stress enough the importance of communicating with confidence and having great names for your boards. If you do this, you'll see. I've absolutely swayed entire directions solely because of a solid name.
Most importantly, use the board to guide the conversation and set the tone for what’s next. Presented well, a moodboard can transform from a collection of images into a tool that inspires and aligns everyone around the project’s vision.