Packaging design includes many features that give a complete picture of the product. It combines shapes, structure, materials, colors, images, typography, and regulatory information with additional design elements to make the product suitable for the market. Product packaging communicates not only through its appearance but through the entire interactive experience. In this context, special attention is paid to organic products. The topic of this thesis is to explore the characteristics of the visual design of chocolate packaging which is organically produced. Organic chocolate has evolved from a trend to a widely used and highly desirable product. The increased consumer interest in organic products opens up numerous opportunities for the confectionery industry. The share of organic products, both from established brands and from independent producers, is constantly growing and customers find a wide selection of products on the shelves. The communication task of packaging is to convey an adequate message that meets the needs and emotional desires of the customers. To achieve communication goals and objectives, to effectively optimize the potential of packaging, enterprises, and manufacturers of consumer goods should take into account consumer's perception of packaging and adapt package design to consumer preferences. This paper examines the impact of graphic elements on the perception of organic products in order to properly design the product packaging and achieve the desired position in the minds of consumers.