Profile image Posted by Luca Murgia

DXY - What is the purpose of Mood Boards?


At DXY we think of projects in different terms, mainly based on which phase of the project we are in. For the benefit of this article I will divide the designing process in two phases: the discovery of what we can do and the actual production of the design.

There’s no straight line separating the two phases, instead the line is dotted and because of the agile nature of our process we tend to have some back and forth between them. This is something we enjoy because we have measured great results so far.

During the first phase, we engage in good conversations about what the desired software is supposed to do. And being the software representing your product, if not being the product, we also concentrate on its identity.

One of these converations will be about Mood Boards.

This is how they look:

Have a look at one of our Mood Boards!

Now that you just saw one, we’d like to chat! 

We would like to know how did you feel about it?

What is your first impression?

Is there anything that you particularly noticed?

Do you want to provide your own examples?

Seems to us that Mood Boards are doing a great job at defining what direction to take for the look & feel of your app. After this meeting, we’ll be able to work on a branding proposal that will be definitely more accurate than just coming up with one on our own.
There is no rule about Mood Boards, nor right or wrong things that can be said. Every meeting has a different result based on the conversations.

Very often we present two different Mood Boards.

Have a look at the second example:

Have a look at the second Mood Board!

Now that you just saw the second Mood Board, we can chat more:

How did you like it?

What did you find interesting?

Which one do you prefer?


Mood Boards are used very often in the world of design. They are a collection of images, text and colors that aim to communicate branding possibilities.

In the field of Fashion Design they are used daily. Photographers are sent to different countries to catch styles and trends and together with designers they establish the basis of what the stylist will be working on. In the field of Industrial Design they show gestures, places and materials that the object of the design will be dealing with.

In the field of the Visual & Interaction Design, Mood Boards show a collection of pictures, interfaces, devices and content related to the target audience we want to address. 
The team members and product owners will be able to take their time, share the Mood Boards with their stakeholders, and sleep on it, as we know that feel driven decisions can be dangerous.