1. Mood Board Workshop Personas and Data- Driven Aesthetics

2. What is a Persona? As defined by Alan Cooper – “Personas are not real people, but they represent them throughout the design process. They are hypothetical archetypes of actual users…They are defined with significant rigor and precision.” (The Inmates Are Running the Asylum : Why High Tech Products Drive Us Crazy and How To Restore The Sanity, 1999)

3. What is a Mood Board As defined by T. Adlin and J. Pruitt – “Creating style and branding collages on poster boards by cutting and pasting from a variety of magazine images that ‘feel like’ their personas…include images of cars, people, clothing, furniture, food products etc.”

4. Examples of Mood Boards

5. Why Mood Boards? Better understand our audience Create data-driven aesthetics Influence how designers approach graphics for different aspects of a site or product Promote consistency

8. Meet Rachel C.

9. Q&A