How to create a mood board for your website (and make it super)

How to create a mood board for your website

Ahhh Pinterest… One of the motherships of online time sucks (its main rival is probably Facebook, my personal time kryptonite). Pinterest is also a potential goldmine of mega design inspiration you can use toward the evolution of your business.
Did you know you can use Pinterest to create the foundation of your visual brand & website?
How? By using it to create the almighty mood board, of course!
A well-crafted mood board will give your visual brand superpowers: inspiration, direction, identity, and cohesiveness you can extend to everything from your logo and website to all kinds of marketing collateral.
(You know when you go to a website and things don’t match? It’s all over the place? That person most likely either didn’t use a mood board or had a shitty one!)
All you gotta know is how to go about it to create a mood board that is thematic, accurately reflecting the look & feel you wanna achieve so that it can provide a jumping-off point for the actual design work.
Keep reading for some tips and best practices to rock your next mood board whether you’re DIYing your next website or hiring your own Website Superhero to create a stunning website that helps you reach more people, make a bigger difference, and rake in more of those dolla bills.

How to create a mood board for your website (and make it super)


1. Get clear

Before you start pinning, you gotta get into the right mindset. Consider:

  • What your brand stands for. Can you sum it up in 3 words?
  • Who your ideal client is. Demographics (age, gender, income, etc.) and/or psychographics (values, attitudes, aspirations, etc.) are stellar here.
  • How you want people to feel when they arrive at your website – inspired to action? Like they can trust you? Like you’re their new best friend?
  • The message you want to convey to your website visitors


2. Create a secret board on Pinterest and go nuts

Ok — doesn’t have to be secret, but I prefer it. Keeps it sacred and private while you’re working on it!
Then, I want you to start pinning. Go almonds (or pick your favorite nut… get it?)! I have a client who had something like 142 pins. Totally fine.
Pin anything and everything that resonates with the look & feel you wanna achieve for your brand, and even upload photos you already have if relevant. Anything goes here: interior design, food packaging, fine art, patterns, nature, fashion, and so on.
They should represent you, and your ideal client.
Places to go for inspiration:

  • Pinterest itself, obviously
  • Real life! Stay alert and take pictures of things that evoke the feelings you’re seeking for your brand while you’re out in nature or hanging out in the city. Landscapes or architecture could be amazing to include depending on what you’re going for. Think outside the box/sphere/mason jar.
  • Art & design books (y’know, made of …PAPER!)
  • Art galleries and museums

Pro tip: Remember those 3 brand words? These are words you can search for within Pinterest to find images that convey the corresponding sentiment.

3. Edit down your board

Now it’s time to get picky. This board should be about aesthetic.
Let a couple of days go by and then unpin anything that doesn’t LOOK the part, that doesn’t fit into the pattern you can probably already see emerge. You wanna end up with 15-20 pins.
Especially if you’re working with a graphic or web designer, use the comments section on each pin to specify why you’ve included each pin. Don’t just (re)pin: tell us WHY you love the image, or fill in something that the images don’t communicate. Because maybe you like the typography but we’re thinking color palette, or patterns, or style. The more specific you can be, the more we’ll love you for it — and the better the result, of course!
As one of my favorite graphic designers puts it:

Ilana GMake sure you’re really clear about your intention behind WHY each piece is included.

Make sure you LOVE each one, and that each one reminds you WHY you do what you love, and how you want it to make your customers feel.

It’s all about the personality.

– Ilana Griffo, Graphic Designer at Sugar & Type (and part of the Website Superhero super-team!)

Brilliant advice, because our aim here is to evoke an emotional response.

When hiring Website Superhero, one of the graphic designers on my super-team (such as Ilana!) takes your Pinterest mood board and creates a condensed and cohesive version of it to represent your brand, based also on information spanning from what you personally love, to what appeals to your ideal client, to what you want your website to convey to your visitors (see the image at the top of this blog post as an example; that’s the final mood board from about a year ago that was used to design this website).
We tweak and refine it until you love it, and from this final version of the board we pull your color palette and inspiration for the subsequent and very exciting phase: logo and typography (fonts).
Creating a mood board lets you experiment most wildly at the beginning, laying a solid foundation for the rest of the web design process and thereby saving you time and sparing you from mad frustration later.


Ready to work on your mood board with a team of professionals and create a stunning website that sells? Click here to book a free intro call!


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