How to create a compelling mood board for your advertising campaign

How to create a compelling mood board for your advertising campaign

Now you probably have a brief understanding of what a mood board is and how it can help your online advertising campaigns. So let’s start making one now!

Back in the old days, people usually create a physical mood board, where you cut and paste all the reference images together, just like a collage painting. However, since we have computers, it’s much easier to use programs or online tools to make one.

What should I put on my mood board? 

How to create a compelling mood board for your advertising campaign

Everything is all set. But what should I put on my mood board? You ask yourself. Well, there are no right or wrong answers here. Practically you could put anything that fits your idea on a mood board of your advertising campaign. Here are examples of what you could put on your mood board.

Audience Persona

All advertising has the same final goal, to attract and speak to your audience. That’s why it’s very crucial to know who your audience is before you start anything else. 

So let’s take this opportunity to characterise your audience as detailed as possible. What do they look like? What are their problems? Why they need your products or services, etc. Then put references about them on a mood board. And you will start to see the personalities of your audience and choose the best advertising method.

How to create a compelling mood board for your advertising campaign


Colour is an element that always accompanies your ads and main messages. They also have an impact on psychological perception. This means that if you use colours strategically, you can persuade your audience to consider specific ideas. Want them to feel powerful and exciting? go for red. Serene and blissful? apply some green shades. 

Put any colour reference you have explored on a mood board. Whether they are palettes, gradients, or static colours. And don’t forget to include some colour codes if you want to use the same colour too.

Wording and typography

Since your advertisements are going to portray your key message, having the right speaking tone and approach will make your message much more standing and better attract the audience. So find some wording references from other advertisements or books and magazines and look for specific copywriting that suits your ideas. And don’t forget about typefaces or fonts too. Those will visually aid your wording and help convey the message easier.

Images and illustrations

So you have the right colours and the impactful wording. Now It’s time to look for compelling images and photos that match your advertising ideas. 

Where they are illustrations, abstract art, or just a simple compilation of photos, they will help you capture the look and feel of your ideal advertising campaign. Let’s say you’re making an advertisement for a fitness brand, then looking for photos about enthusiastic athletes or people working out in a gym would be a perfect fit.

Anything else you find visually inspirational!

As we mentioned, there are no rules on designing an ideal mood board. Therefore, if you find anything interesting and inspiring, please put it on the mood board. It may be a daily necessity, such as home appliance design or architectural design. The mood board is your creative incubator, so please put everything that helps you to use your imagination to the fullest!




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