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set the mood with boards |
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When new clients
ask why we have such a huge stack of magazines in our office,
it’s not usually an easy question to answer. This huge
collection of magazine clippings helps us to create mood
boards. And because we never know what mood we will need
to create next, we need a lot of magazines to pull from.
There are so many interpretations and nuances in words that
we cannot merely rely on written text to communicate our vision.
A mood board helps to organizes our graphic and visual understanding
of potential directions we have in mind for specific assignment.
For example, when a client says they are looking for a “metropolitan” look,
what do they really mean? Do they mean taxi cabs and bustling
motion or European architecture and cobblestone streets or
even more a slick, trendy, modern look.
Each board is a compilation of images, colors and text that
help capture a specific look and feel. They provide the visual
aid for the client to use as a springboard for conversation
and opinion. This allows our clients to be involved in and
personally direct the design process. Later, in the actual
design phase, the approved mood boards also act as a guide
for the creative team to refer to, helping to choose fonts
as well as color palettes.
The use of mood boards helps to direct the design and creative
team. We have found them to be a useful tool to achieve a more
precise and targeted result.
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