Participatory Methods
Mood Board
Mood Board gives teams a repeatable qualitative research practice. It keeps everyone aligned around visualization & communication by helping you depict mood and atmosphere, define visions, inspire creativity. Grounded in participatory methods, the method turns insight into tangible next steps.
Goal
Visualization & Communication
Group
Qualitative Research
Users
Direct User Involvement
Overview
A Mood Board is a visual tool that compiles images, textures, colors, and other elements to convey a particular mood, theme, or concept. Often used in design, branding, and creative development, Mood Boards help in visualizing and communicating the desired aesthetic or emotional tone. By creating a cohesive visual narrative, Mood Boards foster alignment, inspiration, and creative exploration. They are valuable in the early stages of design, where defining the visual direction guides subsequent design decisions.
Step-by-Step Procedure
8 steps to complete
1
Define goals and objectives
Before starting, define the purpose of the mood board: project inspiration, brand identity, communication ideas, or user personas. Focus on your target audience and project goals.
2
Gather materials and resources
Collect materials to include in your mood board: images, typography, illustrations, textures, colors, and keywords. Use a wide range of sources such as blogs, design magazines, Pinterest, and stock image websites.
3
Choose a suitable format
Decide whether you want to create a physical or digital mood board. Physical mood boards can be made on foam core or cork board, while digital mood boards can be created on tools like Adobe Creative Cloud, Canva, or Milanote.
4
Organize and categorize elements
Group collected resources into categories based on their visual appearance or thematic relevance. Categories like typography, photography, and color palettes can help clarify your project vision.
5
Arrange elements on the board
Start placing materials on the mood board, keeping in mind the project goals and objectives. Balance and harmony in your arrangement will create a visually appealing atmosphere for your project.
6
Adjust and refine
Review and analyze overall board composition. Make necessary adjustments to ensure a cohesive and well-organized mood board. Remove or replace elements if they don't align with your project vision.
7
Present and collaborate
Share the mood board with your team, stakeholders, or clients to gather feedback and spark discussions. Use it as a visual reference and communication tool throughout the project development process.
8
Iterate and evolve
Update the mood board as the project progresses, incorporating new influences or refining existing elements to better align with project goals. An evolving mood board will help maintain vision coherence and inspire creative direction.
Method Complete
Real-World Examples
See how this method is applied in practice
Understanding Deal Discovery Behavior
Research conducted with Groupon users to understand how they discover and evaluate local deals. Participants included frequent buyers in the Food & Drink and Health & Beauty categories, as well as occasional users. The study revealed that users rely heavily on personalized recommendations and location-based filtering, with visual imagery and merchant ratings being key decision factors. Users also expressed interest in occasion-based browsing like "date night deals" or "weekend activities."
Local Merchant Experience Research
Study with restaurant, spa, and fitness business owners to understand their experience with Groupon's merchant platform. Participants included both new merchants in onboarding and experienced merchants running multiple campaigns. Findings showed merchants struggled with understanding optimal pricing strategies, setting deal capacity, and interpreting performance analytics. Many requested competitive benchmarking and seasonal promotion guidance.
Deal Redemption Experience Study
Research with Groupon customers who recently redeemed deals at local businesses. The study focused on the in-person redemption experience, including showing vouchers to merchants, handling booking requirements, and resolving issues. Insights revealed that users felt anxious about merchant acceptance and wanted clearer communication about what to expect during redemption.
Deliverables
What you'll produce from this method
Visual Inspiration Collection
A compilation of images, colors, typography, and design elements that convey the desired mood and tone for the project.
Digital Mood Board
An organized and cohesive digital presentation of visual inspiration, aimed at communicating design concepts and ideas to team members and stakeholders.
Physical Mood Board
A physical display of visual inspiration, including printed images and material samples, that serves as a tangible reference for the project mood and atmosphere.
Mood Board Annotations
Explanatory notes and descriptions highlighting the rationale behind the choice of each visual element included in the mood board.
Mood Board Presentation
A formal presentation to stakeholders, explaining the design direction and how the mood board reflects the project's goals and target audience.
Mood Board Feedback Summary
A document summarizing stakeholder feedback on the mood board, as well as any necessary revisions or alterations.
Revised Mood Board
An updated version of the mood board, incorporating feedback and changes based on stakeholder input.
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