Packaging primarily developed as a wrap of a product whose only function is to protect the product from mechanical and climatic conditions due to transport and storage. Nowadays packaging has become the most important factor of visual and informative identity of the product. It transfers information about the sort, origin, quantity, quality and specialty of the product regarding others of the same type. It is a form of communication between the manufacturer and the customer. Wisely designed packaging deepens customer's interest for the product and finally „persuades“ him to choose that one over some other. The design of the packaging has to follow current market trends and has to be changed after a certain amount of time so the product doesn't become uninteresting. Graphic designer is obliged to innovatively combine colors, text and illustrations in order to keep tendance of the old customers, and simultaneously attract new ones. Photography is an element of packaging that can achieve goals of packaging and affect customers impulsively with its prominence. Consumers prefer photographs in packaging, and high-qualitiy photographs influence consumer's experience of the product. This work's research examines the role of photography implemented on packaging in product's competitiveness in the market.