Storyboard or Mood Board: Understanding the Contrast

Understanding the difference between a storyboard and a moodboard can be hard at first. Both storyboards and mood boards are tools everyone should consider before producing their tv advert. Furthermore, they can help by building the composition of the video and giving a certain consistency to what is going to be done.

The creation of audiovisual content requires fulfilling certain stages until you make the final product. Although it sounds like a cliché, it is essential to organise your tv advert and plan it before getting down to work with the cameras.

In this blog, we will analyse the difference between storyboard and mood board, and how can we use them correctly depending on the type of advert and the purpose of the video content.

What is a storyboard?

Difference between storyboard and mood board - storyboard

A storyboard, as its name indicates, is an illustrated representation of the idea that we want to express visually.

For this reason, the storyboard allows you to preview the final result. Through the sketches, you can specify what happens in each scene, who is involved, the type of shots, and the story you want to tell through the video. Also, it serves to explain details that are more complex to represent but important for the project.

How can I start preparing my storyboard?

Develop a timeline to place each clip in the video: think about the beginning and the end, as well as the development. Then, each situation can be more easily moved to create a good story that develops smoothly.

Identify the key moments: especially where the message or the product you want to launch to the public stands out. Hence, in those moments you need to make an IMPRESSion on the audience so they recall the key message.

Choose the type of storyboard and represent the sketches: you don’t need to provide extensive details. But it does need to have enough information to convey an idea. There are different types of storyboards but the most common ones are:

  • Traditional: freehand drawing which is then shown to the producer or customer.
  • Miniatures: it is the traditional one, but in a smaller size, approximately one page.
  • Animated: people give it time and movement, and even music and dialogue.
  • Digital: instead of freehand, it is a digital drawing. You can do it using Canva.

What is a Mood Board (or Moodboard)?

Difference between storyboard and mood board - mood board

A mood board is a visual collection of images and concepts that will help you create the aesthetic of the products your production team and you have produced. By creating a moodboard, people can picture and visualise the collaborative suggestions of the team. These people usually include the general director, art director and custome and set designer.

The main difference between storyboards and mood boards is that the storyboard’s function is to communicate the desired visual look that people want the video to have. Moodboards can guide the tone of the video, and also its appearance, music, graphics, actors, wardrobe, scriptwriting, location and even emotion.

So it will be easier to see where it is now. And what more needs to be done to get it where it needs to be. 

How can I start preparing my mood board?

Start writing the keywords and the title: first, you need to define what is the project about. For this, try to write at least five keywords that perfectly define it. Then, analyse those keywords and include the most relevant in the title and the board.

Make an image brainstorming: Use all the elements that you feel comfortable with, that appeal to you because of their colours or that represent you. Let yourself go and combine everything that reflects your idea.

Choose where you are going to create your mood board: Are you going to do it on cardboard, a whiteboard, or digitally?



Overall, moodboard and storyboard serve differerent purposes. While one is more a collection of ideas visually expressed, the other is about telling a story through pictures to make the video production smoother. Hence, now you should be able to clearly differentiate and identify both concepts while understanding their intention. So, getting knowledge on tv advert production workflow.

Thank you for having read the blog,



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If you would like to do a  TV advert Video with video production and marketing professionals, or any other type of video, we can help you at Impress Video. We make video production for businesses, the ones that impress. Don’t hesitate to contact us here!