Packaging as part of marketing is a link between the customer and the market and plays a major role in purchasing and selecting a particular product. Packaging from production to consumption keeps the originality and quality of the product and the impact of the packaging on the purchase of the product is extremely important because we all know that the packaging is the one that sells the product. By presenting the selected theme, the elements that are essential to the sale of a particular product (color, innovation, photography, illustration and design) will also be highlighted. It will be also defined what consumer behavior is most important when making a final purchase decision. The purpose is to show how the packaging affects sale through it’s visual appearance and what are the messages that are on the packaging and they are crucial to making a purchase decision. The purchasing decision process tells how consumers are involved in purchasing, and that all phases have to go through to make the necessary purchase. The goal of this paper is to interpret packaging as a part of marketing and a very important element in sales, with the purpose to clearly show how packaging and its appearance affect sales of products. The survey was conducted using the method of an internet questionnaire survey on the territory of the Republic of Croatia.