You said…

In June, Shelf Impact! asked you this question: “Does your design process integrate graphic branding with structural functionality, or do you consider aesthetics of secondary importance?”

This topic drew many passionate answers, and this month, we share more of them with you.

“As a graphic designer with experience in structural design, I work very closely with my structural designers in designing POP displays and packaging. We constantly bounce ideas around when we start a project. I may have a graphic idea that I'll ask the structural designer if they can do something differently in the structure to help enhance the graphics I have in mind. Or they do something structurally that gives me an idea for graphics. The graphics and structure must work hand-in-hand for a project to be successful. Having a structure background in addition to my graphics and printing production experience is a [I[huge[n] advantage for me and the company I work for and is reflected in the success of our designs and growth of our company.”These changes result from a lot of discussion about branding and just plain good business sense. As Shelf Impact! transitions into our new format, we have retained and even expanded on those visual equities that define our brand's distinctive personality—cues that underscore the essence of any brand.

“Structure always comes first, then graphics get to work with what is left for them.”

“My design process integrates branding with structural functionality because aesthetics are so much more important for the market and can't be ignored in the design process.”

“It's all of a piece—a little ritual of symbolic stickiness—contents, structure, graphics. I see it as an integrated sculpture that induces the viewer/buyer to pay attention to it, find out more, and ultimately buy it.”

“Aesthetics result from the combination of the two. However, if the graphic branding is poor, consumers won't even notice your brand.”

“Structure drives concepting; concepts are paired down based on cost, aesthetics, and uniqueness.”

“I would say 70/30 structural/graphic. If I can design a package and by looks alone grab attention, then I am really on the right track. Yet sometimes we need graphics to aid in the overall shape.”

“Aesthetics are becoming more and more primary, and then you make the package actually work.”