Mood boards, preliminary research

13th September
Mood boards-preliminary research

Reading the interview conducted by Willem Sandberg: Portrait of An Artist
reasons that there is more to the process of creating a mood board than just random research.

From here we will be working with target adjectives that appeal to our audiences and refine the research process. Essentially we are working on a Word Bank

connoisseur

ˌkɒnəˈsəː/

noun

noun: connoisseur; plural noun: connoisseurs

an expert judge in matters of taste.

"a connoisseur of music"

synonyms:

expert judge (of), authority (on), specialist (in); arbiter of taste, pundit, savant, one of the cognoscenti, aesthete; gourmet, epicure, gastronome; informalbuff; informalmaven

For our connoisseurs the research for the mood boards will be in relation to the adjectives that surround this audience

• gourmet
• decadence
• depth
• experience
• balance
• culture
• uniqueness
• passion

As people passionate about coffee will consider it more than a caffeine fix we also explored how the experience of coffee contributed to their lifestlyes

When targeting a student audience our adjectives would be tailored to suit the experience- without the cost

• hang out
• creative
• hungry
• student/learner
• eclectic
• bargain
• road less travelled
• trend

'What coffee means' - consumer culture

• an escape
• social situation
• indulgence
• time out
• experience of taste
• experience of texture
• tradition/routine
• Fitting in

Taste- Reference (http://www.friedchillies.com/articles/detail/things-to-look-for-in-a-great-cup-of-coffee)

• bold
• sweet
• smooth
• earthy
• rich
• aromatic
• fresh
• body 

Fairtrade

• social movement
• developing countries
• tribal
• connections
• equality
• fairness
• balance
• community