Skeptical about client mood boards, now I build one for every project

I used to think mood boards were just fluff that clients ignored, so I skipped them for like 2 years. Then a branding gig in Portland went sideways because the client kept saying my colors felt 'off' but couldnt explain why. I finally made a simple mood board with textures, type samples, and 3 palettes before starting the real work. That same client approved the first round of designs in one meeting, which never happened before. Now I spend 30 minutes on a board even for small logo jobs, and it cuts revision cycles by half easily. Has anyone else found that a quick visual reference beats a whole page of written specs?

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