We may include leather goods on a board because leather is a suitable material for the project at hand. A train car coupling mechanism, while it may not hold a lot of cultural meaning, may inspire us to adapt its mechanical principles to a different context. Not all items on a mood board need to be purely abstract. MGA&D’s mood boards often reflect the multi-disciplinary approach the firm utilizes These are abstract qualities which we can start to consider before we fully enter the design phase of a project. A milled aluminum fitting evokes precision and security a hand-woven leather handle connotes craftsmanship and premium quality. Physical objects are likewise loaded with meaning. We take great care to understand the cultural context of every new project, and choose symbols appropriate for their time and cultural context. In Japan however, pink is generally gender-neutral or even masculine, pertaining to Japanese warrior traditions.
For example, in the United States and Europe the color pink usually signifies femininity. It is also important to keep in mind that cultural symbols are not universal they are unique to their specific cultural context, which we need to be aware of when selecting symbols. Context denotes how and why we choose a particular cultural symbol for a mood board. In India and other Eastern cultures the color red is celebratory, and often used in wedding ceremonies. What does it mean? In American and European cultures the color red is often used as an alert indicator.
The meanings of objects and images arise naturally from our collective experience of the world, and they shift over time. The connection between object and meaning is very “fuzzy” – there is no “dictionary” precisely defining objects and their associations. Light blue signifies friendliness, cleanliness, softness. For instance, in Western cultures the color red usually signifies heat, danger, or tension. Something as seemingly simple as a color can be “loaded” with cultural meaning. Colors, patterns, objects and anything else which contains meaning can be used in a mood board. Showing a range of possible design directions often helps in conversations with clients to determine the most desirable traits.Īt its core, a mood board is a curated collage of cultural symbols, developed to evoke an emotional response.Īt its core, a mood board is a curated collage of cultural symbols, developed to evoke an emotional response – the kind of response we aim for the final object to elicit. Mood boards with contrasting perspectives towards the same project. The end result of our aesthetic research often takes the form of a mood board. We collect and curate those items for our reference, and for conversations with our clients. In addition to interviews, ergonomic studies, and market research, we conduct aesthetic research as well – objects, materials, textures, and images that capture the desired aesthetic, sensory and emotional experience of the future product. My friend and colleague Vijay Chakravarthy talks at greater depth about our research process. We collect and curate our research findings to pinpoint opportunities for innovation. Before putting pencil to paper we interview stakeholders, observe behaviors, ask questions. MGA&D places great importance on the research phase of a project.