Name each direction by principle
Use a descriptive concept such as quiet precision rather than option one or favorite.
Mood board comparison and approval tool
Compare visual directions against criteria agreed before the vote. The matrix shows tradeoffs and preserves the reason behind the final choice.
CriteriaEvidenceDecision
Criterion
Weighted result
Compare without hiding tradeoffs
Set criterion weights
Give more weight to the factors that matter most for this brief before scoring any direction.
Score with evidence
Add a reason for unusually high or low scores so the numbers remain auditable.
Record the decision
Capture the selected direction, conditions, concerns, owner, and next validation step.
Make approval criteria visible before voting
A board comparison tool makes approval criteria visible. It weighs audience fit, brief alignment, distinctiveness, feasibility, and flexibility across competing directions, then records the recommendation and unresolved concerns. Set weights before scoring, name the evidence behind unusual scores, and use a close result to plan a real test instead of forcing a winner.
Decisions that benefit from a matrix
- Client direction approval
- Team concept selection
- Recording why one board advances
Weights, ties, and false precision
Should the highest score always win?
No. Scores expose the tradeoffs. A serious risk or missing evidence can still require another test.
Who should set the weights?
The accountable decision owner should approve them before the group sees the totals.
How do we avoid false precision?
Use a small score range, require reasons, and treat close results as a prompt for evidence rather than a mathematical verdict.
What should happen after a tie?
Identify the criterion that separates the directions, run one focused validation, and record which new evidence will settle the choice.
What this workspace produces
A weighted comparison, decision record, unresolved-question list, and approval recommendation.
- Three editable visual directions
- Weighted decision criteria
- Automatic totals with tie warnings
- Approval record and open-question field
- Account project
- Visible tradeoffs and a named validation step