In this final paper, we analyze the packaging as the first touch and contact of the consumer with the product. Packaging is an important link between producers, products and consumers, it is a very important part of marketing and the success of selling a product depends on it. This paper analyzes the history of packaging and its functions. Packaging has several functions: sales, transport, protection, economy and use. Packaging design is the customer's first impression of a product. The role of the packaging design is to create interest in the product and encourage a purchase. Packaging and marketing on the market work together and their purpose is product promotion. It is an element that affects the overall perception of the product. Factory production of packaging is experiencing technical progress that is related to progress in the economy and society. Nowadays, the development of packaging must follow trends in accordance with the entire market and be acceptable from an aesthetic, functional, practical, economic and ecological aspect. Packaging must meet the demands of consumers and society as a whole. In today's market, where there are a huge number of different products, each manufacturer, in addition to quality and an acceptable price, must also take care of the quality packaging of that product. Information about the product is precisely highlighted on the packaging through text, images, illustrations and colors. An integral part of individual packaging are labels as important visual information. Due to the increasing awareness of the protection of human health and the environment, more and more general concern is being given to the disposal of packaging, its reusability in the household and recycling. Packaging materials must be environmentally friendly. The more ubiquitous plastic is used less and less, and biodegradable materials are used instead. With the correct approach in the production and selection of types of materials, manufacturing companies are actively involved in the protection of the environment and human health. Packaging with its functional and interesting design must attract the customer, take its place on the market, and satisfy the demands and needs of consumers.