The basic visual information that a consumer can be manipulated with is text, image and colour. The subject of research in this graduate thesis is the media or packaging that conveys this information. We observe the packaging through two basic aspects: the first is technical-constructive that meets the physical requirements (product protection, transport, distribution and storage) and the other is graphical information that meets the visual requirements in terms of surface decoration, consumer awareness and motivation to purchase. Before considering any possible form of packaging, it is necessary to consider the product itself. The challenge that a package designer is facing is how to get a consumer to choose his product out of a dozen different products from different manufacturers. A typical consumer usually comes to the store and buys what he likes. An individual product keeps the customer's attention for only a few seconds and in such a short time, the packaging must send a message that will motivate the customer to buy. The complicated design and contradictory or ambiguous messages cannot convey the message "buy me" in these couple of seconds. Potential buyers won`t notice those kinds of products, and what is not noticeable doesn't sell. 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 show how packaging and its appearance affects product sales. The research was conducted, using the method of an internet questionnaire survey on the territory of the Republic of Croatia.