Moodboard: What it is and why a designer needs it

Artyom Dovgopol

A moodboard is a designer’s compass — it doesn't draw the map, but it shows the direction where ideas come alive😉

Key takeaways👌

The power of moodboards in design

A moodboard is a visual composition that includes all the key elements one might need to create content for a specific project. It has its own mood, color palette, and effectively conveys what the particular brand and/or project is all about.

In real projects, moodboards also help anticipate technical constraints early on. When a design later moves into development and support, things like performance, security, and stability start to matter just as much as visuals. That’s why many teams pair early design exploration with reliable site optimization, ensuring that the final result looks and works exactly as intended.

Designers might not suffer from writer's block like other creatives. They have Pinterest! A great platform with countless inspirational collections, quotes, and questionable stylistic choices – just what you need to get those creative gears turning. That’s true.

Still, losing yourself in endless pages of content is a very real problem every designer faces from time to time. All those colors, shapes, images – enough to overstimulate even the most experienced professionals.

This is where moodboards come into play. They act as an anchor that grounds ever-wandering creative minds within clear, logical limits. A moodboard defines what you can use, saving you from drowning in a sea of ideas and abstract concepts. It’s also practical enough to be sent to the client – gotta work on those edits. Or to yourself in the future: “What was I doing a week ago?” is a very real dilemma.

Types of moodboards

And of course, with so many digital products out there on the market, moodboards can now exist in a whole bunch of different formats – no more giving up your deposit for that wall covered in printed pictures during a creative-mania episode. All of them also have their advantages and disadvantages:

Digital and physical formats. Both of these are pretty self-explanatory, but still worth pointing out.

• Online moodboard. Created using online tools and editors (Pinterest, Milanote, Figma, Canva, maybe even Notion). These are comfortable to use and edit at all times, and can be filled with GIFs, videos, and other media files for additional customization. Good all around, sure. Cons? Can’t touch or smell that 7zip file.

Digital moodboards are especially valuable for long-term projects, where design assets evolve over time. When a website is actively maintained, updated, or rebuilt on platforms like WordPress, having a clear visual reference helps avoid inconsistencies. This is particularly useful alongside ongoing WordPress support, where design decisions often resurface months after the initial launch.

• Physical moodboard. These are assembled manually from printed pictures, magazine clippings, fabrics, sketches – whatever you think best conveys the project’s feel. Physical compilations have a stronger emotional impact and can actually be touched and felt, which is a big plus in some cases, especially during presentations. Bad news? Good luck sharing this one with your co-workers from another state. No digital tomfoolery, too (aaw, no memes?).

Personal and project moodboards. These might be a bit trickier to understand, so let’s dive in for more details.

• Personal moodboard. A sort of creative meditation. Maybe you had an interesting idea that’s hard to explain or express, and wanted to capture “the feeling” you had from it using an assortment of pictures? Or maybe you just wanted to experiment and see how “this thing” will look next to “this thing.” So, personal brand workshopping, portfolio brainstorming, and just some creative fun.
• Project moodboard. These are a bit more technical than your personal doodles. Your client stated what they want to see and feel – you’ve translated that into something your team can actually work with. It helps align the team and stakeholders, ensures everyone is on the same visual page, and saves time in future design stages. Essential during commercial projects like branding, ad campaigns, website design, and product development.

A moodboard is like a recipe for creativity — before you bake the final idea, you gather all the right ingredients to make sure the flavor is just right

A guide to crafting a moodboard

From theory to practice. What exactly do you need to create a moodboard that is good enough to send to your client and that will focus your creative juices in all the right ways? Here’s a full breakdown:

• Step 1. Define the goals and the mood. Before collecting visuals, clearly define what you are creating the moodboard for and what feeling it should convey. Ask yourself: What is this project all about, and what emotions should the results evoke? Choosing the right direction at this stage will save you time later and make the board purposeful, not just another aimless composition.
• Step 2. Collect references. Now start gathering everything that reflects your chosen mood. It could be images, color palettes, textures, typography examples – anything you feel conveys the mood you’re going for.
• Step 3. Put everything together. Once you have a collection of references, it’s time to organize them into a nice, structured (or not-so-structured) pile. Group by themes, prioritize the most important elements, and try to create a visual rhythm. Don’t overcrowd the board. Focus on clarity and atmosphere.
• Step 4. Throw in some *design*. This is where the moodboard becomes a coherent composition. Align images properly, add some background color, and include small captions if necessary. Keep the design neat and intentional — the moodboard should feel like a finished piece, not just a collage.
• Step 5. Present it like it's a masterpiece. Finally, show your creation to your team or the client. Explain your choices and always be open to feedback – it might be even more useful than the moodboard itself in the end. Prepare a few short slides or mockups showing how the chosen mood could look in the real project, framing it all as a creative journey.

It’s also worth remembering that moodboards don’t exist in isolation from real-world risks. Even the most carefully designed site can be compromised if technical hygiene is ignored. Basic maintenance tasks, such as timely updates and virus removal, help protect the visual and functional integrity you worked so hard to define at the concept stage.

Moodboard creation toolset

As we’ve already mentioned above – the market is positively overcrowded from all the products that can help you in creating your moodboard. Sticking with some niche application that you support and enjoy is always a good option, however, if you’re struggling picking your tool of choice, then there are a few base application to save you tons of trouble:

Pinterest. A visual discovery platform great for collecting and organizing inspiration.

• Pros: huge image library, smart recommendations, easy board sharing.
• Best for: quick idea gathering, personal inspiration boards, early project mood research.

Milanote. A flexible online workspace that mimics a real moodboard.

• Pros: drag-and-drop interface, supports mixed media (images, text, links), great for collaboration.
• Best for: structured, detailed moodboards where you want to show the logic behind your ideas.

Figma. A professional design tool that allows full creative control over layout and presentation.

• Pros: pixel-perfect design freedom, real-time collaboration, strong integration with UI/UX projects.
• Best for: high-precision moodboards for digital products, websites, branding.

Canva. A simple, beginner-friendly platform offering ready-made templates for fast creation.

• Pros: very easy to use, large library of assets, quick export for presentations and social media.
• Best for: fast, stylish moodboards without the need for deep design skills.

And a bit more about design…

Care to get to know brandbooks and their importance a bit better? Check out the material in our article What is a brand book and why your business needs it?

Conclusion

In the fast-paced world of design, moodboards are more than just a creative luxury – they are an essential tool that helps keep ideas focused, organized, and aligned with client needs. Whether you’re working on personal projects or large-scale commercial campaigns, moodboards act as your creative compass, guiding your design process and ensuring everyone is on the same page. With the right approach and tools, moodboards transform abstract concepts into clear, actionable visual statements that not only inspire, but also drive successful outcomes.

Recommended reading 🤓

"The Design of Everyday Things: Revised and Expanded Edition", Don Norman

This classic book is a must-read for anyone interested in understanding design principles.

On Amazon

"Steal Like an Artist", Austin Kleon

Kleon shares the importance of influence and inspiration in the creative process. This is a highly recommended read for designers and creatives alike.

On Amazon

"Designing Design", Kenya Hara

The book touches on visual design elements and how they come together to communicate emotions and concepts.

On Amazon