The functions of packaging in literature are not systematized in a unique way because of the new and frequent consumer demands and the daily development of technology. Therefore, most experts today divide the function of packaging into the following functions: security function, information function, utility function, distribution function, sales function, economic function, environmental function. A brand is a name, term, design, symbol, or any other feature that identifies a good or service of one seller as different from the products of other sellers. Brands are used in business, marketing and advertising. Rated brands are sometimes different from generic or branded brands. The word brand is often used as a metonymy that refers to a company that is strongly identified with the brand. Badges are often used to indicate a brand of motor vehicle that may be different from the car model. A concept brand is a type of brand that is associated with an abstract concept rather than a specific product, service, or business. Color is a property of light of a particular wavelength that is reflected from an object, that is, it is a psychophysical phenomenon induced by light. Color is the light that an object reflects in the eye of the beholder. Therefore, for the color experience, an interaction between light, object and the observer are necessary. The aim of this diploma paper is to investigate global trends in cosmetic packaging, to investigate how brand name and color on cosmetic packaging affect the consumer in the purchase process of cosmetic products, and whether a well-known brand also means better packaging and quality product.