Getting in the Mood

For a designer “Mood Boards” can help a client visualize abstract concepts which are too difficult to represent through words. It usually fits into the process somewhere after wireframes (a low fidelity version of how the product elements might come together) and before higher fidelity design mockups. Elements that can be explored in the mood board include photography style, color palettes, typography, patterns, and the overall look and feel of the site. They also can help to create emotional attachment and a frame of reference as well as to identify missing cultural contexts or branches of generating or exploring new ideas.

Visual design is most definitely a part of the user experience process but it is often only utilized in a distict phase in development, usually at the end. I see the necessity of visual design as becoming a part of the whole picture. The boards could be used in context of user research focus groups to help elicit needs beyond the functional design research or they could also be used in a way to identify unknown aspects of the product and market -- to identify, research and define. Ongoing visual design engagement throughout the development lifecycle can also help to personify brand and avoid some wordy marketing speak statement. You should be able to identify your brand without a logo.

It is common for a development team to rush straight into the production of a detailed specification, without a strong understanding of user needs and the benefits that the project will deliver to the business. Mood boards can help define visual values to those elements of the product which are intangible and are not always quantified and measured. This also helps to build consensus and generate a shared vision of the product within a team.

Mood Boards, however, are not just used in design, they can be used in multiple disciplines. It is useful for big picture thinking by creating a collage of people, places and ideas with similar look and feel to represent a direction. Because it’s loose, clients won’t get hung up on details. However, some clients will want to see the detail instead, so you will have to interview or even work collaboratively together to get a sense of this. Often times it is easier to start with a list of adjectives and build multiple boards to create distinct differences. This process is a visual way to help communicate the user experience to a client who may not know how or where to begin and will help to include them into what they may consider a “magical” process.

This technique helps to facilitate:


• A defined direction

• A bridge to close the gap of unknown processes

• A saving of time and money


Flickr has a dedicated group demonstrating mood boards for inspiration:
http://www.flickr.com/groups/inspirationboards/

Utilizing Mood Boards in your next client meeting may be a useful strategy and result in a better engagement with people who relate better to a visual than to a verbal conversation. The visuals on the board will create energy paths or an interrupted path by color and contrast of graphic elements, but either one will help to facilitate better communication.