08 Nov Building a Client Mood Board From Reference Images
A mood board is a communication tool, not a decoration. Its job is to make a client say yes or no to a direction before any work is produced, and that only happens if the board is structured.
Structure beats collage
Group references by intent: colour, texture, typography, composition. A single flat grid of twenty images communicates nothing because the client cannot tell which attribute each image represents.
Sampling colours from the references
Pick five colours from the reference set and place swatches beside them with hex values. A client who cannot describe a palette can still point at a swatch and say yes. The photoscape-free.com makes it easy to build a page with consistent spacing and a swatch row.
Annotation that survives a meeting
Add short notes directly on the board, one line per group, in a consistent typeface. Notes written in the email get lost; notes on the board get read.
- One note per group, not per image
- Maximum ten references per group
- Hex values under every swatch
- Client name and date in the footer
Delivering it
Export as a single PDF or a high-resolution PNG. PDF is better for review because it paginates and prints; PNG is better for chat. Produce both.
Frequently Asked Questions
How many references is enough?
Twelve to twenty across four groups. More than that and the direction becomes ambiguous.
Should I include competitors?
Yes, clearly labelled as what to avoid or what to beat.
Do clients prefer boards or text briefs?
Boards get faster decisions. Text briefs get longer replies.