Why Designers Ask for Inspiration References

When a designer asks you to gather inspiration, they're not looking for you to do their job. They're looking for data. References tell them where your taste sits, which styles feel safe versus exciting to you, and which aesthetic codes you associate with quality.

A well-built inspiration board can cut weeks off a project. A vague one ("I like clean and modern") adds them back.

Where to Look

For websites

Awwwards (awwwards.com) is the best place to find genuinely impressive web design. Filter by category or industry. Focus on the mood and feel rather than copying features.

Siteinspire (siteinspire.com) is curated, which means less noise. Great for finding understated, quality work.

Land-book (land-book.com) specialises in landing pages and hero sections, which is often the most important part of a small business website.

Godly (godly.website) trends toward bold and experimental. Worth visiting to understand what pushing the boundaries looks like.

For broader visual identity

Pinterest is the most practical tool for non-designers. Search for terms like "minimal brand identity," "luxury packaging design," or "editorial typography" and pin what resonates.

Behance (behance.net) is where designers publish their portfolio work. Search "brand identity" and filter by location or industry. You'll find full case studies showing logo, stationery, and digital application together.

Are.na (are.na) is less known but beloved by designers. People curate channels around very specific visual ideas.

Looking at other industries

Some of the most useful references come from outside your industry. A plumber who loves the visual language of a Japanese restaurant has useful information. An accountant drawn to streetwear branding is telling you something important about the personality they want to project.

Don't limit yourself to competitors. Look at hospitality, retail, publishing, fashion. What makes you stop scrolling?

Building a Useful Mood Board

The goal of a mood board is to communicate a feeling, not a specification. Don't worry about collecting images that are identical. You're looking for the thread that connects them.

Aim for 10 to 20 images

Fewer than ten is too small a sample. More than 30 and patterns become hard to see.

Mix media

Include website screenshots, logo references, photography styles you love, typography examples, colour palettes, and even physical objects or spaces that represent how you want the brand to feel.

Add a sentence to each

The single most useful thing you can do is add one sentence explaining what specifically you love about each reference. Not "I like this" but "I love how the negative space makes the logo feel confident" or "this colour palette feels warm without being childish."

This is the language your designer is listening for.

What to Say (and What Not to Say)

Useful feedback language

"I love the restraint here. The logo doesn't try to say too much."

"The photography in this reference feels aspirational without being unapproachable."

"This palette feels sophisticated. The warmth stops it from feeling cold or corporate."

"I'm drawn to how this uses white space. It communicates confidence."

Less useful feedback language

"I like it but I want it to pop more."

"Can you make it look more premium?"

"Something like Apple but with personality."

"I want it to be clean and modern." (Every client wants this. It tells us nothing.)

The question that unlocks everything

Instead of "I like this," ask yourself: what is this brand communicating that I want mine to communicate too? That shift from aesthetic preference to strategic intent is what separates useful references from vague ones.

Once you've built your board, add the links or images to your Inspiration Board in this portal. Your designer will review it before the concept session.