333: Thou shall not present mood boards unless specifically asked—and even then, under protest

Commentary This industry has a lot of dirty little secrets, and one of them is that certain agencies charge a lot of money to their clients for the pleasure of cutting up magazines and printing out images from the web to collage as if they were decorating their teenage school lockers. Originally conceived to provide inspiration by assembling the types of images, patterns, colors, and various items that a project should aspire to, they have degenerated into messy piles that serve as a bridge for clients that can’t “see” where the project should be headed. If you read that last line, you will realize where the issue is. These are internal tools based on researching competing brands and the tastes of potential users/viewers. They aren’t effective as a ....JF