The primary function of marketing is to recognize the needs and desires of consumers, to offer them products that will both satisfy and provide them with a positive experience. Psychology helps marketers better understand consumer behavior, the way they perceive a particular product or service, and the factors that influence a purchasing decision. Research into the above leads to an understanding of how consumers act, and with this knowledge a certain marketing strategy can be adjusted in order to achieve their goals as effectively as possible. Design plays a big role in the world of marketing. With its rules and principles, it creates a tool that shapes communication to consumers. Its goal is to attract as many potential customers as possible, and at the same time stimulate curiosity, which leads to a re-examination of their wishes and needs, to ultimately achieve the desired result. The design conveys the desired message in an understandable, simple and memorable way. At the same time with quality and thoughtful performance, it sets the advertised product, service or company apart from the competition. In order for a company to stand out, advertising needs to take place through a variety of communication channels that include print and digital media. Ultimately, it is important to provide the consumer with satisfaction, a positive experience and shape his perception. By creating a connection between a product or brand with the customer, he becomes loyal and always returns to the same product. The problem arises when individual marketing companies use manipulation to influence consumers. Nowadays, consumers are most exposed to the manipulations that occurs through advertising.