This thesis describes the metaphor as a means of communication in the packaging design and its influence on the packaging experience. Packaging is the primary carrier of information about the product, and by applying a metaphor, messages can be shaped more creatively and leave a stronger impression on the user. In addition to consciously processed information, the purchase decision is also influenced by subconscious elements, the more profound meaning and emotions the products (packaging) evoke in us. The goal of implementing a metaphor in packaging design is to complete the user experience, which, depending on the success of the metaphor, can be positive and desirable but also harmful and cause rejection and failure. A metaphor can make a visually uninteresting product more attractive and raise perception of quality of the product to a higher level. Any visual or other feature of a product, such as a shape, material, taste/smell, interaction, etc., can be a starting point for implementing a metaphor by determining its source and target domains. In the research, two approaches to the realization of the metaphor are elaborated: on closed packaging that exclusively conveys a metaphorical message with graphic elements, and on the packaging in which there is a visual interaction between the product and the packaging. The packaging experience is examined by subjective evaluation of the packaging with the variations of the type of metaphor and packaging without a metaphor.