The main component of almost every product is packaging. Aside from protecting the product, packaging also affects the products' sales. The packaging design greatly affects the products' sales and creates negative or positive picture of the product itself. In order to bring the potential buyer into consumption and purchase of the product, it's necessary to pay attention to requirements of the product itself and requirements of the market and target group. With good design, packaging gets a look that becomes recognizable on the market and can compete with other products. It is also important that packaging is simple for handling and practical in use. Packaging represents a very important communication and it has to meet consumers requirements. Market communication, which is a very important element in the sales process and communication overall, is more closely explained in the paper, as well as communication channels that play important role in creating visual identity and the brand itself. When creating packaging, it is necessary to look back to the product itself and adjust the packaging to products requirements, from choosing the material to the design overall. Therefore it is important to explain the basics of flower production and basic terms in floriculture, so that the packaging itself could meet all of the products requirements and the requirements of the consumer.