MOOD-MOVIE: Mood is very important in constructing the story world of a movie. It refers to the “colors” that evoke certain emotions and vibe. Also called tone or atmosphere. Every scene paints a mood using lighting, music, weather, and other devices. A sad drama will create moods different than an exciting action film. Little things can depict a mood, a crucifix on a wall in the background might foreshadow the death of a character, for example.
MOOD-BUSINESS: The story world of your business includes every visual, audio and sensual aspect of your business. Whole Foods uses green as their main color because it represents health. The colors of your website, the words, videos and graphics used in your ads and social media all need to express the right mood for your business or product. Moods can express joy, happiness, anger, security, on and on. The mood of your overall business should align with your theme and core values.