Design is a factor that will often allow the company a competitive edge. Design is the totality of properties that affect the appearance and function of products in accordance with the requirements of customers. Designer should evaluate how much to invest in the development of properties, efficiency, consistency, reliability, repairability and style. From the standpoint of the company, well-designed product will be easy to produce and distribute. From the viewpoint of the customer, a well-designed product will be pleasant to look at and easy to open, install, use, repair and rejection. Marketing primarily has to provide an answer to the question of when, why and how to approach the design of products. Creating a logo, mascot, colors, letters and everything else - are factors that shape the visual identity of the company on the market. Visual identity springs from the image which the company has or wants to build. A good entrepreneur never forgets that the product best sells itself when it’s in attractive packaging that attracts customers, informs and acts "persuasively". The visual identity is created and maintained by experts in the field of graphic design, visual communication and marketing in order to achieve the objectives of the company or corporation. In the case of the visual identity of the company that provides products, an integral part of the visual identity of the brand is the appearance of the product or packaging design. Visual elements of message exercise its function only if the criteria of a successful graphic design and comunicational structure of man are honored, which take into account the psychological and physical characteristics of the human eye, the basic laws of perception and external factors (media, place of exposure).