Moodboard in marketing projects: What is it, what is it for and how to do it

The moodboard can greatly facilitate the creation of pieces for social networks, websites and various Digital Marketing actions

What is moodboard?

In a practical way, we can say that the moodboard is a collection of visual, auditory, textual and even sensory references to be used as a way to give visibility to an idea or thought. It is a frame that can be done either in Photoshop or Canva, joining these references digitally, or physically, with collages, photos, smells and other elements you want to use.

There’s no rule here: you can generate an image file or a PDF with links and sounds, or as it happens, you can print all these ideas and references and paste them on a board on the wall. In this sense, it is a practice that is somewhat reminiscent of Kanban .

Even years ago, when magazines were much more common and graphics programs rarer, moodboards were often a mass of magazine clippings pasted to a wall card, with pictures from fashion magazines (to show what the persona wears ), cars, food dishes and tourist destinations (to show your preferences) and things like that.

But bringing it to the reality of marketing and advertising agencies, we can say that the moodboard is what gives life to the briefing. You’ve already done an incredible briefing for your team, with well-developed content and strategies, but when it comes to putting creation and visual identity off the paper, did the result end up not being what you imagined? If this has already happened, it’s because you didn’t create a moodboard to track the project.

Why create moodboards? What can we get out of this?

Well, before answering this question, Tajarat Properties want you to imagine yourself drinking a KS Coke, the one from a 250ml glass bottle, very cold. Did you imagine? Probably along with this image you also thought of a Coca-Cola commercial with all the vibe it brings: smiles, hot days, and friends, fun, and so on.

Notice how the mood of the Coca-Cola brand is well defined. It is imprinted on the audience’s mind and provokes sensations that are recognized in your advertising. The power of a moodboard is like this: it creates an atmosphere that makes the audience realize what that product, action or project is about. And it is precisely because of this clarity and understanding that you should use it in your marketing projects.

A good moodboard, in addition to bringing the briefing to life, guarantees that the project’s result will come out as expected. It creates a very clear visual alignment between client and agency. No wonder that in visual identity projects, professionals usually create a moodboard and share it with the client before creating a first version of the logo.

The moodboard is a really cool way to involve your client in the creative process, which makes them gain more confidence in your work. Plus, it can greatly decrease your refactoring risk, saving you time and money.

How to make a moodboard for my project?

The good news is that making a moodboard is very simple. Briefly you need to worry about the following points:

Let’s start from the idea that, when creating a website for a client or a campaign for your company, the briefing and the meeting of ideas already exist. This way, making the moodboard is much easier.

When you have an idea of ​​a campaign, for example, you will search for paths, previous campaigns and competitors or similar, and put the most relevant images on the moodboard. This is the best way to try to express to anyone reading what is in the briefing.

In summary, as I point out a little above, making a moodboard consists of putting in the photos, animations, fonts, colors, graphics, patterns, examples of destinations he would frequent, types of art, clothes or food that the persona likes.

Alignment of ideas and briefings

Everything, absolutely everything in marketing projects starts with a good briefing. Therefore, the first step is to collect as much information as possible from the client or others involved in the project. This information will be your guide to seek inspirations that are aligned with the feelings and experiences of the project.

Let’s assume here that you already have this part mastered, so let’s go to the steps that are more related to the moodboard itself:

Design and communication

To start with, you need to define which line of design and communication you want to follow. How does your brand want to talk to the public? Serious or relaxed? Do you want to show something professional/traditional or more innovative? Do you want to bring a more minimalist air or full of information? Urban features or something natural? Warm or cool colors?

There are numerous ways to express your visual identity that you may want to follow when creating your website, marketing campaign or product. Therefore, be aware of trends and what each symbol means to the consumer. And as soon as you find the line to follow, start looking for references of that type.

Important:  you don’t need to be tied to references from your market. For example, if you’re going to create a website for a client who has a beachwear store, you don’t only need to look for elements that refer to the coast to build your moodboard. You can take pictures of food this persona likes, types of hotels she would stay in, programs she likes to do on weekends, sports she likes to play, etc. Think of all the atmosphere you want to create and tell a story.

Color palette and typography

The colors are a very important point when it comes to branding. Therefore, use technological resources to build color palettes for your moodboard. Look for the meaning of each of them and how they behave within the visual arts. After all, a well-made choice of colors can be an eye-catcher for the consumer.

The typography of a project also says a lot about it. Fonts give us different sensations, so the type of font that will be used must match the mood of the project. So, be sure to research as much as you can from different sources, get away from the basics and risk new ways to convey a written message.

Going beyond the image

The moodboard can go beyond images. You can bring textures, videos, sounds and even smells to your frame of reference. Textures for example have a very important part that can bring comfort or desire.

In fashion design, automotive design and even architecture, a first moodboard is often made on the computer, with image clippings. Then it is printed and fabrics, textures, wood veneer samples or other types of finishing are glued onto it. As stated, often the sensation of touch or texture of that fabric can make people more easily perceive what they want to be transmitted. Likewise with videos and sounds.

After all, these features are directly linked to the psychological part of the consumer, affecting areas of the mind that can arouse feelings about the visual identity of the project, so explore them if you fear.

Searches and references 

After all this aligned idea, it is necessary to research, seek information and inspiration. This search goes beyond Google or image bank. So go after sites that convey the same idea you want to get across. Also look for profiles on social networks that use a desired visual identity that you want, and here’s a trick. It doesn’t have to be your industry, it just needs to look like what you want.

And don’t stop there, go further in research. The digital environment is a multitude of ideas, thoughts and people putting all their creativity on display.

Digital tools to create your moodboard

If you choose to make your moodboard digitally, there are three tools that will be your best friends:


The Canva is a very famous image editing program, and you probably already know. It’s a super intuitive and easy-to-use tool, in which you can simply separate your inspirations and group them in a panel. You can save in different formats and also share the board with your team, so people can make comments and suggestions.


The Pinterest is the classic references. You have an enormous facility to browse the platform and save your inspirations directly in the folder called “moodboard”. The site also offers recommendations based on what you’ve saved.


If you are the type who loves drag and drop, this tool will please you. The InVision is a collaborative and also very simple to use platform.

Did you like the moodboard as an extra tool for the visual creation of your projects? If you want to know more about the visual identity of a brand or project, follow our blog!