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Not sure I know what I want, but I’ll know it when I see it – Try this.


As I branch into website art and design, I ponder my processes and how I can make the collaborative client experience more effective.

I often hear the sentence ‘Not sure I know what I want, but I’ll know it when I see it’.

This uncertainty can lead to frustration for the artist and client, as time is spent guessing what the client may want, thus running the risk of unnecessary re-dos and stifling the creative process.

So, I am continually refining my service and helping you become more involved with the process, to develop a deeper understanding of my art/design choices and my craft.

This blog post will introduce you to one element of my art process. The mood board.

What exactly is a mood board?

A mood board is an inspirational collage of images, text, textures, and styles for the purpose of focusing on the art/design process.

The mood board precedes the mock-up images or design and is introduced after the completion of the questionnaire and Skype session.

Essentially, the mood board captures the atmosphere and helps to organise thoughts, impressions, themes, and feelings (Tweetable). They save precious time and minimise misunderstandings.

Images and words are ideally arranged in themes such as colour palettes, inspiring words, textures, style, and typography. The images can also be scaled to show preferences and the dominant style.

The example I have here is a demo case study website I am designing for a business I am naming Small Steps Coaching. Over the coming weeks, I plan to blog about the process from mood board to mock-up website.

I am really looking forward to it.

So, this demo brief is to design a website for a female entrepreneur (let’s call her Daisy)  who is a coach specialising in coaching women after a major life event. In essence, to help them start to rebuild their lives in a gentle, nourishing and slow-paced way.

After completing my questionnaire, Skype session, and mood board, it is clear that Daisy has certain words that convey the feeling of her business. She also wants an elegant, handwriting typeface to convey an informal friendliness. She loves watercolour art style and after her Pinterest discovery session, she is clear on the colours she would like to use.

This mood board really conveys a soft and natural feeling already, don’t you think? Daisy would like to create a feeling of safety.

I certainly have a clear idea of my way forward and cannot wait to start doodling.

Over to you

So, I invite you to create your own mood board for a project or image idea. When working with me, I am more than happy to see what ideas you have.

I am like a detective. The collection of items reveals a lot about how you want your business to feel.

Try and focus your ideas on a select number of images and typography. Formulate 2-3 boards if you prefer, or sit with your ideas for a few days and see how you feel when re-visiting the board. Ask trustworthy friends and previous clients to comment on how the mood board is being interpreted.

When formulating your mood board, great questions to ponder are ‘How do you think your audience will respond to these colours/images/typography etc.?’

If you would like me to help you realise a desire to make your business look more beautiful, then connect with me here for a no-obligation chat.

Oh and also

If you enjoyed this posting then do share it with your social media preference.

Let’s get moody!! 😉



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