In June, Shelf Impact! asked how you incorporate packaging graphics and structure to sell the emotion in your brand. Twenty-eight readers responded and some of your answers were downright thoughtful.

“We’ve designed the structure and graphics for a line of fitness products for women. We used transparency, curves, and unique, rounded forms to make the package appealing while looking strong and high quality. The graphics convey a premium, authentic image for the product line.”—Chet Makoski, Donaldson Makoski Inc.

“A brand is a promise, attributes that resonate with the consumer. They may be tangible or intangible, rational or emotional. Elements such as color, imagery, shape, typography and nomenclature are all brand touchstones. It is up to the agency and client to apply these elements to all marketing communications in a consistent manner, allowing the brand to fulfill that promise,” another reader said.

Finally, one reader lamented the struggle in understanding how to use packaging graphics and structure to sell emotion in packaging for consumer electronics accessories. Any thoughts, readers?