A mood board, also known as a stylescape, is a visual collage of ideas for your brand.
The best time to make a mood board for your health and wellness business is after you have an idea of how you want your visuals to look, but before you move forward with creating visual designs. Think of a mood board as a fun first draft that will influence your logo design, website design, color scheme, and marketing materials.
Before you create a mood board, you will need to know the brand attributes of your business. Download our popular free mini-workbook here to identify your brand’s personality traits and learn what colors will work best for your health and wellness business:
What is a mood board used for?
Mood boards are used to visually organize your thoughts. You can make a mood board for just about anything – a vacation you’re planning, a kitchen remodel, a back-to-school clothes shopping spree, and of course your health and wellness business!
When it comes to your brand, a mood board sets the foundation for the visual designs that will come next in the branding process. After looking at the brands of your competitors and establishing what your ideal client is drawn to, a mood board can tie those ideas together and inspire your next steps.
Mood boards are also exciting! After going through the brand strategy workshop process, having a mood board at the end can feel like a triumphant and enthusiasm-building moment. Your mood board marks an important milestone between working on your brand strategy and working on your visual brand identity.
Fonts are an important element to include on your mood board. To find the fonts that best represent your brand, check out this guide we made to the 10 best health & wellness fonts. The guide includes font pairing ideas that you can implement right away, as well as a detailed description of each font!
What are the benefits of a mood board?
You may have a picture in your mind of what you want your brand to look like, but can you clearly describe it in words? Or would it help to have some visual cues and images to demonstrate what you mean?
A mood board makes your collaboration with your designer significantly easier because it gets you on the same page from the start. If you make a mood board and send it to your designer, they can get an immediate sense of the themes, colors, textures, and overall feel that you are envisioning for your brand.
Likewise, if your designer or brand strategist creates a mood board for your business, you can have an important conversation about your visual identity. If you were picturing cursive fonts, but your designer hasn’t included any cursive fonts on your mood board, that can be a moment to share your thoughts and understand where they are coming from.
Often there are reasons behind a designer’s choices – for example, maybe cursive fonts won’t appeal to your target market. Or maybe the brand colors you were visualizing reflect very different meanings in color psychology than what you want your ideal clients to feel.
Since a mood board is preliminary, you can work out those questions and differences with your designer in the mood board phase before they go on to create your full logo, website, and visual identity.
How do you create a mood board?
If you’re not a designer and are looking to make a mood board for your wellness business, I recommend using Pinterest. You can also use Canva, Adobe Photoshop, Microsoft Paint, or good old-fashioned paper, scissors, and glue if you prefer those methods.
The reason I recommend Pinterest for non-designers is because it’s so simple to use, and you may already be familiar with Pinterest from your personal life. The interface makes it easy to search for image and color ideas, see recommendations for similar images, and add and delete pins to your board. This also allows your board to be a living document that evolves over time.
Another reason Pinterest works well is you can easily share a link to your mood board with whomever needs it – your designer, your brand strategist, your marketing department, your intern, or anyone else. All they need to do is click the link to your board, and you can give them the ability to add and delete pins as well!
You can also find images on Pinterest, but then copy and paste them into a free tool like Canva or Paint so it looks more like a real board. You have so many options, and the important part is that it feels fun and easy for you.
If you’re a designer, I would recommend using Photoshop when making mood boards since you are likely already familiar with the software. This will result in a more professional finished product to deliver to your clients, and you can use Photoshop templates like this one to really wow them.
When finding images for your mood board, always remember to keep your ideal client in mind. A mood board for a Generation-Z focused fashion brand will look completely different than a mood board for a hospice. We created an Ideal Client Blueprint to show you how to identify what your ideal client wants so you can express that through visual designs:
What should you put on your mood board?
Once you’ve decided what medium to use, it’s time to create your mood board!
This is the fun part. Scroll through Pinterest, Google, or the stock photo provider of your choice and save the following types of images for your brand:
- Color palettes
- Images! Stock images, product images, images that use colors or textures you are drawn to for your brand…
Be sure the items you choose align with your brand attributes. If one of your brand attributes is “athletic,” you can type “athletic branding” or “athletic color palette” into Pinterest to see what comes up. If you’re a spa and you already know you want to use purple, you can search for “purple spa imagery” and see what ideas it sparks.
I encourage you to play around for about 30 minutes and add anything that seems like it might fit onto your mood board. Once that time is up, go back through the items you found and whittle it down so you just have about 12-15 items on your board. Voila! Your mood board is ready to show to your designer.
Need even more inspiration for your mood board? Download a copy of our free logo design inspiration ebook here for 20+ examples of well-branded wellness companies:
Mood Board Examples
Here are a few examples of mood boards Aventive Studio has made for our clients:
We created this mood board for a Himalayan salt business, and you can read our full brand strategy and design case study for that project here. As you can see, even though the company sold unique salt products, the entire mood board doesn’t consist of pictures of salt!
That’s because you want to think about your ideal client, what lifestyle and solutions they are aiming for, and how to express their desires through colors and images. In this case, the ideal client for the brand wanted to have a healthy lifestyle and was attracted to feminine colors. Be sure to add variety to your mood board rather than focusing solely on your product or service.
This mood board was created for a granola business, and as you can tell the feel of its brand is completely different than the previous mood board. In fact, granola isn’t even pictured on the board!
In this example, we narrowed our focus to the core brand attributes like fun and adventurous to capture the attention of the ideal customer. Humans love to be connected to a bigger message and to feel like they are a part of something.
Brand loyalty occurs when people feel a sense of connection to the brand’s mission and can feel like part of a community of likeminded people, and your mood board can help create those connections.
Mood boards don’t require a lot of complication or design experience, and it is always a fun and collaborative process!
At Aventive Studio, we help health & wellness businesses create powerful brand identities that attract their ideal customers and increase their sales. You can find our full suite of brand strategy and design services here which includes making mood boards and brand boards for our clients.
We also offer a variety of resources to help you build your own brand, including the Brand Clarity online course and the book BrandFix: A Brand Strategy Guide for Busy Entrepreneurs which was written by our CEO Kady Sandel.
Ready to position your brand apart from the rest? Contact us here to schedule a call with our team.