Traditionally, texture coordinates have been generated based solely on the model’s geometry, often even before a model’s textures have been created. With the arrival of new technologies, such as 3D paint programs, weaknesses of a static optimization pre‐process are becoming apparent. These weaknesses arise from constructing a parameterization based solely on the model’s geometry, ignoring the fact that detail is not uniformly spaced throughout the texture space. In fact, certain regions of the texture are more important than other regions. In this paper we introduce the notion of the "importance map" and describe how importance values are derived from both intrinsic properties of the texture and user‐guided highlights. Furthermore, we describe how importance maps are used to drive the texture coordinate optimization. Finally, we show how this optimization process can be integrated into a 3D painting environment, enabling periodic optimization at any stage of texture design.