Packaging is a protective coating made of various materials that protects products from external influences, but the development of packaging design has long passed the point where physical protection is its only task. Packaging design has a big impact on a consumer’s purchasing decision. In addition to functionality, in modern consumer society, packaging is becoming an indispensable part of the marketing mix because it is the main, and for many products the only form of communication on the market. Packaging is becoming part of the consumer experience these days. From the moment of production to the consumption of the product, the packaging with its practicality, functionality and design takes care of the product and preserves its originality and quality. In modern times, packaging requires innovation and a new approach to product packaging. Market innovations are changing consumer awareness. Innovative and sustainable solutions enable the reuse of packaging and recycling of materials. Companies are turning to new trends that require a circular product lifespan, that is, looking at the entire product life cycle. Reprocessing waste for its reuse, weather in the form of materials or for energy purposes, is product recycling. By reducing reprocessing waste for its reuse in materials and energy purposes is product recycling. By reducing and reusing packaging in the design process we show the responsibility towards the consumer – user, but also towards the comunity in whole, because it accomplishes its function but becomes less dangerous for the environment as well.