MOOD BOARD
Instructions | Design Brief

Who is your client? What are they trying to convey? What is their business' personality? What kind of flower would the business be? What type of car? Animal? Non-verbal communication tells a lot about a business and so does the choices. It is choices that determines desitiny. Choices come from likes and dislikes. What feels right to you may not feel right for someone else. This is a part of personality. Using a mood board helps put into perspective the business is and what the client wants to convey. It helps to define goals and the choices for the future of the business.

Mood boards are a visual way of determining the appropriate ‘feel’ of a product or service. They are often used by designers to generate discussion with the project team about issues which are difficult to describe in writing or verbally, such as styles, forms, lifestyles, cultural trends or brand attributes. Mood boards can be used effectively to make product proposals, to summarise brand attributes, to illustrate lifestyles and cultural trends. The boards are useful presentation aids to ensure that everyone is thinking along the same lines.

To create a mood board, collect materials which encapsulate the concept of the business, such as images from magazines, small objects, photographs, product wrappers, advertisements or tickets. Materials which represent texture or feelings such as ‘softness’ are important as are any relevant graphics, key words or symbols. Arrange and stick these materials onto a 20'x30' black foamcore board.

SUPPLIES
black foamcore board (20"x30") adhesive spray
magazines, newpapers, other visual reference color swatches (handmade or found)
photos, photocopies scissors, xacto

Instructions

Color palette Choose 16 colors that best represent the company. Look at their location, type of business, environment, product, etc... You can use fabric, painted swatches, markers even color from other sources. Trim each to the same size and place in a grid as shown.
Three images These can represent the most important things in the business; success, mission, goals, acheivments, etc.. You may use photocopies, printouts, magazine images and similar. Trim them to fit in the area provided as best as possible.
Ten key words Make a list of 30 adjectives that describes the business. You may ask employees and customers to help you write the list. Narrow the list to ten and list them here. Type them on the computer; white type on black background.
Collage Now in the area indicated, create a collage using the 10 key words. Keep in mind the color palatte and the three images you placed on the board. Use magazines, newpapers, paint, draw, photos and if you wish 3D objects (make sure they are secure to the board) to illustrate the collage.

DESIGN BRIEF

The Design Brief is the starting point for any project. It should reflect your understanding of the project and your plan for dealing with it. Keep it brief. The brief can be modified later. You do not always know everything about a project during its early stages. If circumstances change, the brief should be revised accordingly. It should, at all times, reflect the understanding you have with your client. It also reflects the clarity of your thinking. The most crucial part of the brief is the description of the problem. Most of us have become programmed to regard the carrying out of the solution to the problem as the problem. Redesigning the packaging or creating an identity, web site, or ad campaign are all SOLUTIONS to problems, NOT PROBLEMS. Explore the problem. The following items are part of the research process to establishing what the problem is. Answer each area for your project and your solution will be far more effective for the success of the client’s business.

YOUR NAME AND DATE

CLIENT
Name, address and contact information.

BUSINESS DESCRIPTION
Length of business. Legal description. Type of business; service, manufacturing, entertainment, etc.. What does it provide? Who are their customers?

PROBLEM
This is the most important part of the brief. It should be clearly defined and understood. What are they doing or not doing to promote their business? Why? Is the problem internal, administrative, location, financial, external, personal. etc...?

OBJECTIVE
What does your client expect to accomplish as a result of these efforts? How will you evaluate its effectiveness?

COMPETITION
Analyze and describe the strategy and positioning of each major competitor.

AUDIENCE
Be specific and detailed as possible about their attributes. Target market. Demographics of customers, potential, previous, etc...? Demographics includes; ages, location, male/female, animal, group, ethnic, cultural, medical/dental, other businesses, etc...

The following are essential, but you may have to add them later:

MESSAGE
What are you going to say to the audience that will solve the client’s problem and enable them to realize their objectives? Complex content should be organized in outline form. Their target audience could be employees, investors and/or competitors.

MEANS
What is the best way to accomplish the objective? The SOLUTION. What are you going to do to solve the problem? Keep this part wide open while you are exploring the other aspects of the project.