Packaging represents the protection of the product from breakage or failure, but it also serves to facilitate transport, storage and draw attention to the product. In marketing, it is also a means of communication between producers and consumers through which important information about the product is provided and awareness of the existence of the brand is created. By reviewing the available literature and conducting research, it was determined how packaging affects consumers and their purchase decision. Along with this knowledge, it is important that marketers understand the importance of packaging selection when designing and creating packaging. The thesis analyzes the role of packaging in the perception of the image of luxury products. The goal is to investigate how young consumers perceive different elements of the packaging of luxury products and to learn how they see the role of packaging in the perception of the image of luxury products. For this purpose, research was conducted on a deliberate sample of the young consumer age group using the focus group method. Research has shown that when buying luxury products, young consumers rely on functionality and quality of production at the given price, and it is important for them that the packaging follows the esthetics of the brand image with an emphasis on minimalism in colors, the use of stronger materials for safety and aesthetic appeal. At the same time, the packaging will greatly contribute to the image if it is about products intended to improve human esthetics and make everyday life easier. The main obstacle is the problem of the appearance of versions and copies of products from other manufacturers that offer an identical product at a different price, quality and packaging.