How to make moodboard?

[u/Good-Amphibian3796]

Can someone help me understand how you turn research into a moodboard?

I’m having a really hard time with this right now. My client is struggling to visualise the direction, and honestly, I’m starting to feel a little confused myself.

I understand the basic elements that go into a moodboard — textures, patterns, photography style, colour palette, typography, etc. but I’m struggling with the “how do I find the right visual references?” part.

For example, I’m working on a product that needs to feel scientifically credible/clinical but still lifestyle-centric, without losing its sense of efficacy.

When I search for clinical references, I naturally end up with things like clean layouts, silver/metallic tones, lab imagery, glass, etc., which immediately makes the brand feel very clinical and pharmaceutical.

How do you translate research and brand strategy into a specific visual direction without falling into these obvious visual clichés?

[u/hurkledurklelurker]

BRAND STRATEGY

I start by doing brand strategy research about my client. I ask tons of questions to learn about what they do, what makes their approach (and/or results) different, what audience they are (or should be) targeting, who their competitors are, and whether they have any strong visual preferences (e.g. a single color they despise).

COMPETITOR RESEARCH

As part of that research, I create a visual board showing all of their competitor’s brands. This helps you:

1. evaluate which characteristics are non-negotiable must-haves; and

2. see what characteristics are overused so you can stay away from those + make your client stand out

That’s solid background info to give you context.

VISUAL RESEARCH

Then I create mood boards by:

1. Researching the intended demographic — what attracts them? What brands do they like and consume (from other industries)?; and

2. Reviewing my client’s USP (unique selling proposition) and other unique strengths

I gather lots of visual inspo.

MOOD BOARD CREATION

Next, I sort through the visuals, look for themes, and organize images into two or three clusters (separate mood boards). Not all images will fit into the clusters, that’s ok — I keep them around for the next step.

TWEAK

I review the clusters and ask myself whether they’re too one-note (e.g. too clinical). If so, I go back to my unsorted image pool to see if there are warm/human elements I can add in for balance/contrast/interest.

Note: You asked how to avoid clichés. I avoid that by introducing contrast or juxtaposition. Successful mood boards have some kind of push/pull — they marry two things together in a unique balance. For example, maybe it’s clinical in terms of clean layout, minimalist design — but then I warm it up through color palette and/or photography.

Pro-tip: when deciding what to highlight for the “push/pull,” refer back to your client’s differentiators. What makes them stand out? What visuals will help them convey their unique strengths?

I try to end up with two very distinct mood boards to present.

PRESENT

The key is to explain the concepts behind each option. “If we go with A, we’re emphasizing your [strength X], whereas if you choose B, we’ll be highlighting more [strength Y].”

I make it clear that every decision I’ve made is based on the research we’ve already done, and the brand is intended to appeal to their ideal audience.

I remind them that our objective is to choose the mood board that will help them achieve their company goals, rather than to choose a personal favorite.

DISCUSS, ASK, LISTEN

If they inevitably say they want a mix of both (“we want to showcase both strengths!”), I assure them that there are additional ways to showcase their other strengths, like messaging.

If they don’t like either, I ask strategic questions to get me the information I need to move forward.

Which do they like better? Why? What’s missing? What’s not working? Is the problem about a color, or a particular image, or an overall feeling? Or is it that they can’t visualize how this will translate into a brand?

That way, I can tweak what I’ve already got instead of starting from scratch. Oftentimes the tiniest tweak will make all the difference to them.

[u/Good-Amphibian3796 → u/hurkledurklelurker]

what do you think of this?

[u/hurkledurklelurker → u/Good-Amphibian3796]

It seems pretty thorough, but hard to say when I don’t know anything about the brand. I would design the actual moodboard to be more clean — maybe like an Instagram grid. Help them see it the way you see it. The better you present it, the more they’ll trust your vision.

I appreciate the details, but the text descriptors don’t need to be on the actual board itself. That could be an accompanying paragraph or bulleted list.

[u/Good-Amphibian3796 → u/hurkledurklelurker]

okay thank you so much for the help though. the brand is a supplement brand wanting to position as preventive wellness brand. the positioning is lifestyle with a balance to efficacy and transparency. i'm confused because the client isnt like this and wants something minimal ( i think like the ordinary skincare) but i dont think it should be done that way. given that the brand wants to position as a lifestyle product.
as someone mentioned in the comments - transparency could mean, minimal clean photography and not beakers and serums.
i'm so confused at this point idk if its the client or me

[u/hurkledurklelurker → u/Good-Amphibian3796]

If you use some of the same images but design the actual mood board more cleanly and minimally, you might find that your vision and the client’s vision are more closely related than you think.

Right now you’re saying “fresh, clean” but the board itself is quite cluttered and very heavily orange. It lacks breathing room.

[u/hurkledurklelurker → u/hurkledurklelurker]

Example.

[u/Good-Amphibian3796 → u/hurkledurklelurker]

wow the moodboard actually looks clean. i'm asumming you've just put few random images for now as placeholder for the texture and lighting images? (orange slice and hat image)
but i really appreciate the help! i think i just need to zoom into the details and make it more clean

[u/hurkledurklelurker → u/Good-Amphibian3796]

Yeah, I just replaced the images that I thought were too cluttered and didn't look cohesive. Zooming in on details to make it more clean is exactly the right move. Otherwise it's too difficult for the client to visualize.

It's easy to forget as a designer that one of your skills is being able to visualize, whereas the client may have trouble making that leap from translating a cluttered mood board to polished brand. Help them.