Moodboards Are Literally Not That Literal.
Ah, the moodboard phase—where designers excitedly present a carefully curated collection of colors, typography, and imagery meant to capture the vibe of your brand or campaign…and clients panic because “Wait, is this going to be our actual font? Are we seriously considering mustard yellow? And why is there a moody photo of a foggy forest?”
Pssst. Clients. Yeah, you. Word on the street is you have a bit of a reputation for being… well, literal at times. And so moodboards—literally the least literal thing an agency can hand you—can be an interesting step in the creative process.
And honestly, we get it. It’s natural to assume that what you see is what you’ll get. But that’s not what a moodboard is for. It’s not a blueprint—it’s a vibe check. So, if you’ve ever felt confused, overwhelmed, or had that “what-am-I-supposed-to-be-looking-at-here?” moment when reviewing a moodboard, this one’s for you.
Here’s how to approach moodboards in a way that makes your life (and ours) infinitely easier.
First, Let’s Get One Thing Straight: What Moodboards Actually Are
Moodboards are not:
❌ A final design
❌ A commitment to a specific color, font, or photo treatment
❌ A vision board for your dream house renovation
Moodboards are:
✔ A tool to explore tone, energy, and personality
✔ A way to align on the overall feel before we design anything real
✔ The creative equivalent of a “Would you rather?” game—helping us figure out what feels right and what definitely doesn’t
Once you understand that, you’re already ahead of the game.
How to Review a Moodboard Without Driving Yourself (or Your Agency) Crazy
1. Zoom Out Before You Zoom In
Your first instinct might be to zero in on a specific element and react—“I hate that shade of green” or “Why are all the images in black and white?” But before you get stuck in the details, take a step back and ask yourself:
✔ Does this overall mood feel right for our brand?
✔ Does it evoke the right emotion for our audience?
✔ Does it align with how we want to be perceived?
If the answer is “no,” that’s valuable feedback! But it’s not because you don’t like it—it’s because it doesn’t fit the brand. Which brings us to…
2. Separate Personal Preference from Brand Needs
We all have colors we love (hello, bedroom blue) and fonts we irrationally despise (looking at you, Papyrus). But your brand isn’t about you—it’s about your audience and how they perceive you.
Instead of saying:
❌ “I don’t like yellow.”
Ask yourself:
✔ “Does this color reflect the trust and credibility we want to convey?”
✔ “Would a richer tone feel more aligned with our industry?”
Keeping feedback objective ensures that design decisions are made in service of the brand—not your personal aesthetic.
3. Say More Than ‘I Like It’ or ‘I Don’t’
Vague feedback is the enemy of efficiency. But knowing what you don’t like can be just as valuable (if not more) than what you do like. So remember: Explain why. Give us something to work with.
Instead of:
❌ “This feels off.”
Try:
✔ “This feels too corporate—I’d like something more modern and approachable.”
✔ “This energy is great, but it might be too bold for our audience.”
✔ “We want to be perceived as innovative—this feels a little too traditional.”
And when something does work, tell us why, too! That way, we can lean into it.
✔ “The bright colors make it feel friendly and accessible.”
✔ “I like the white space—it conveys the feeling of simplicity.”
✔ “I love the bold type—it feels confident.”
The more context you provide, the faster we can nail it. Which means less time wasted, fewer headaches, and faster progress.
Reminders for Agencies (Because We’re Not Perfect Either)
Hey, creatives—we’ve been doing this long enough to know that some of this is on us. A few things to keep in mind when presenting a moodboard:
✔ Set expectations upfront. Before a client even sees a moodboard, tell them what they’re looking at (“This is NOT your final design—this is a vibe check”).
✔ Label everything. A few simple section headers (“Color Inspiration,” “Typography Energy,” “Mood & Texture”) can go a long way in preventing misinterpretation.
✔ Guide the conversation. Ask broader questions instead of waiting for clients to react (“Does this feel like the right level of sophistication?”).
When we set the stage properly, we get better feedback—and fewer panic emails.
Final Thoughts: Trust the Process (and Be Open to Exploration)
Moodboards exist to save everyone time, money, and frustration. They help us avoid pivots later on by making sure we’re all heading in the right direction from the start.
So next time you’re reviewing a moodboard, remember:
✅ It’s about the feeling, not the details.
✅ Your feedback should be in service of the brand, not personal taste.
✅ A little trust in the process goes a long way—so be open to fresh perspectives.
Moodboards should be springboards, not straitjackets. Nail this step, and the rest of the project will be infinitely smoother—for you, for your team, and for the creatives bringing your brand to life.
Let’s set the mood. Then make the magic.
Smart creative starts with a shared sense of direction. Let’s find yours.