Mood Boards are generally used to help the writers tell the mood of how the story should feel in emotions and most importantly mood.
The questions often asked in this part are "What mood should this piece be?" or "How do we grab the audience's attention in emotions?"
When displaying mood boards, it becomes a competition between writers to show how they would want the story to be portrayed which it will be the Director's decision alone to decide what they should produce based on emotion. Not only is it used for story telling, but also character building too, which will then influence the artists to then design a character based around that mood board. Here is an example of how a mood board used from different characters could possibly be used to create a new character based on appearance and mood.

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