Think + Do » an exploration of mission-driven marketing and design
I like watching home renovation shows – it beats doing renovation projects myself! The culminating moment of this television genre occurs when the designer reveals the makeover to the appreciative homeowners. Ta-da! Remarkably, no one ever hates it … or maybe they just edit that out in post-production.
Every designer has experienced that sound – an unmistakable, albeit brief, silence that signals a presentation is about to go horribly wrong. Weeks of work will be discarded. An entirely new direction will be requested.
From the client’s perspective, that very same moment is when a bit of trust is eroded: Wasn’t she listening when we spent all that time discussing this project? Why doesn’t he understand what I need? Did I hire the wrong designer?
A cure for the big reveal
Truthfully, many designers feed off the adrenaline rush of presenting their many awesome ideas – conjured out of thin air – to an appreciative audience. Clients are complicit in this process, often preferring to bypass information gathering and get right to the mockups with assurances that “I’ll know it when I see it.” Except when they don’t.
We’ve found one of the best ways to eliminate that awkward presentation moment – and improve designer/client collaboration – is to include a mood board in the creative process.
The mood board foreshadows our vision of the overall look and feel of a brand campaign, publication, or other large marketing communications initiative. It encourages conversation that allows us to acquire insights, uncover stylistic pet peeves, and confirm or adjust strategic points of emphasis. This intervention, early in the process, represents a small investment with an extraordinarily high rate of return. Think of it as rapid visual prototyping that makes the design of all subsequent materials more efficient and predictable.
Most importantly, a mood board bridges the gap between the thinking (strategy) and the doing (tactics).
First things first
Before we begin playing with pencils or pixels, each project must be grounded in a sound communications strategy. We begin by reviewing all existing research, marketing plans, resources, and other relevant background materials.
In a series of conversations, we aim to familiarize ourselves with the project’s stakeholders, challenges, and opportunities. Our goal is to form recommendations based on identifying the gaps between current and desired audience perceptions and behaviors.
At the completion of this phase, we summarize the project in a creative brief. This document outlines the project goals, the findings of our initial meetings and discussions, and establishes both a blueprint for design development and criteria for measuring the project’s success going forward.
Making ideas visible
Initially, clients may have difficulty wrapping their heads around the idea of a mood board: “Exactly what are we looking at here?” The mood board isn’t intended to look like an ad or a website or a two-page magazine spread.
As we begin the conversation, first we set the context by reviewing the agreed upon communications strategy. The mood board is a visual reflection of that strategy and uses color, typography, imagery, key themes or messages, and other graphic elements to signal the tone and creative direction for the project. This allows our discussion to focus more revealingly on the big picture – does it feel right – rather than fixate on specific tactics or minor details.
The reason mood board presentations are so productive is that the designer and client are reviewing an unfinished product. There’s room for interpretation. This early peek allows time to incorporate feedback and, along with the creative brief, provides a tangible touchstone for evaluating everything that follows.
A natural progression
Life may be full of surprises, but if I’ve done my job well, a presentation of a full-blown campaign should be greeted with comments like “Of course!” or “You nailed it.” I prefer to find drama on television, not in boardrooms.
By using mood boards, you can help your clients see what you’re thinking, enable them to participate in the creative process, and produce more effective design. That should put everyone in a good mood!