Packaging is used since the early history of mankind, and has always had a significant role in the protection and promotion of products or goods. Basic forms of packaging were developed early in the last century, and they remained in use until today. However, the modern way of life requires adaptation of packaging to the new market demands so it is not surprising that today we face a lot of diverse forms whose impact on the overall product quality is more important than in the past. Increased competition, technological innovation and increasing negative impact on the environment are just some of the factors that must be taken into account when designing the packaging so that it could perform its function in the modern time. In addition to adjustments relating to technological trends, it is important to adapt the packaging to the human consciousness. Modern science, such as cognitive psychology and marketing have enabled better accommodate customer's personal experience. Complex mental process of purchase is understood better and better, so the impact of packaging on the decision to purchase has much better use. Proper collection of information is critical to the efficient design of packaging, which is achieved by market research. Since in modern times the market is very dynamic and changing, it is important that research is regular and that it gives clear results.