Package is one of the most important segments of the product. Package, shapes and design of the package are affecting on customer decisions about purchase. Package is instrument which helps to improve sale but is also an instrument which protects product from cortical or extern effects. Package creates recognition ot the brend and affects on emphasis in the heap of other, competitive products. It serves for the identification of product and the communication with the market. Before creating package the company meets market and in accordance with that changes, adjusts and sends in sale. Design of the package is substantial element and part od the product and a lot of attention affix on it. Customers often relate the product with its package and it's often when the product is new. A lot of companys decide to change the package from time to time. It's because of some new needs that appeared on the market and thereby created trends and guidelines in which the package has to go with other elements of the product. In process of redesigning package the approach has to be very serious and consider market sensibility and situation of the product in market. Considering the package as ste important part of every brand we have to know emocional value of the brand at customer. Legislation, economy situation in state and tehnology are important for creating package and they have imporant role. Aesthetics of product is outcome of creativity and it shows effort which the company made in one momentous, not insignificiant par of every product.