This thesis describes the visual interaction of products and packaging with it's impact on the user, his personal interaction with packaging and affective action on the user. Packaging - the user's first contact with the product - becomes a part of his experience. Together with the need to differentiate and stand out among the competition, in the process of creating, designer should take into consideration this interaction of a user and product. The user experience becomes the focal point of the design, and in order to better accomodate the product and packaging into the user's lifestyle, possible usage scenarios, desired associations, attitudes and perceptions, use and disposal are defined. Thus, the affective side of the packaging becomes an important aspect that needs to be further examined. The approach to package design that creates a visual interaction of product and packaging in a creative and innovative way, can create a new connotational context, tell the brand's story or communicate it's values, Furthermore, it can create additional product value that can be an important factor in connecting with the user and his final purchasing decision. This thesis examines different prototypes of package design which are made using analyzed examples of existing interactive packaging. It also analyzes the influence of the level and type of interaction of product and packaging on user preference and perception of quality. The obtained results define the preference for the interaction of product and packaging for the tested product and determine further use and market opportunities.