The research is based on the visual presentation of the local newspaper "Glas Slavonia" to customers (readers). The survey was conducted with subjects who at least had a chance to take a glimpse of the paper, if not being regular readers. The study aimed to investigate the attitude of consumers (readers) in terms of recognizability, consistency as well as the adjustment of the daily newspaper to the readers. What was primarily checked was the habit of buying newspapers, and what was then taken into account were the regular readers only. The survey investigated whether the readers preferred the aesthetic impression to information, checked if the readers had ever chosen the papers just because of the visual appeal, but also what kind of first impression “Glas Slavonia" made. The survey also asked about the very appearance of the newspaper and the necessity for a visual identity The study was conducted on a population of Osijek Macro region - includes eastern Croatia, population to which the product is aimed at. Consumers differ according to gender, age and education. Based on the survey responses, we obtained the opinion of the majority of readers of the newspapers. The survey that was conducted among respondents showed that the visual identity of the newspaper is quite important when buying this product, but that it is purchased primarily for the information (the content of newspapers).