“The principles of true art is not to portray, but to evoke.”
You know what your brand must promise. But the transition from words to images is very hard. Even the literary gifted (thank you) use visuals to clarify their ideas.
Luckily, there is a simple method to migrate your strategic thinking from the realm of imagination to something concrete. It’s called a mood board.
Mood boards visualize your brand promise.
In essence, mood boards are collages of images you will find online and offline. It can contain cut-outs of magazines, photos of packaging you liked or the greeting card your granny send you.
Besides sketching the “mood” your brand should evoke, they provide inspiration for the fonts, images, illustrations, colors, and logos that you’re about to develop.
This chapter covers: