---
title: "What is Mood board? Definition · Ingenious Hub"
description: "A mood board is a collection of images, colours, textures and type samples that shows the feeling a brand or project should have."
canonical: https://www.ingenioushub.com/glossary/mood-board
publisher: Ingenious Hub (https://www.ingenioushub.com)
---

Brand and identity

# Mood board

A mood board is a collection of images, colours, textures and type samples that shows the feeling a brand or project should have. It helps people agree on direction before design work starts, so feedback is about the look, not guesses.

## In practice

What it means when you are the one making the decision.

A good mood board is short and edited. Ten to fifteen images that agree with each other are more useful than a hundred that do not. It should include things to avoid as well as things to aim for.

It is a conversation tool, not a design. Use it to confirm the direction, then let the designer translate it. Never present it as the result.

### Example

Before designing a cafe identity, the owner and designer collect twelve images of lighting, tiles, paper and lettering they both like, and discard four that pull in different directions.

## Keep going

Related terms

- [Art direction](https://www.ingenioushub.com/glossary/art-direction)
- [Colour palette](https://www.ingenioushub.com/glossary/colour-palette)
- [Brand strategy](https://www.ingenioushub.com/glossary/brand-strategy)
- [All terms](https://www.ingenioushub.com/glossary)

Where we use it

- [Branding and identity](https://www.ingenioushub.com/services/branding)
- [How a project runs](https://www.ingenioushub.com/process)
- [Seen in our work: Volimy, A debossed mark for a category-creator.](https://www.ingenioushub.com/work/volimy)

## Want this applied to your brand? Let’s talk.

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[Start a project](https://www.ingenioushub.com/contact?from=glossary-mood-board)

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Source: https://www.ingenioushub.com/glossary/mood-board