The product is a combination of tangible and intangible goods and services that are then offered to the buyer for sale. Consumers extremely like new products and services that are able to meet all their requirements. Products placed on the market must arouse a certain interest among end customers. One of the most important parts of product marketing is packaging. It represents the link between the end customer and the market. Packaging is also the basic carrier of the brand and has an exceptional role in buying or choosing an individual product. That is why the packaging, with its practicality, functionality and design, takes care of the product and preserves the originality as well as the quality of the product. Based on the conducted research, it has been proven that packaging has an impact on the choice of products when buying. The message that is conveyed through the packaging is unambiguous, respectively it conveys the experience and nature of the product, and at the same time triggers the customer's senses when buying. Packaging can therefore influence consumer behavior and the consumer's final decision to purchase a particular product.