The purpose and goal of this thesis is to explore the extent to which design is important as a marketing function in the purchase of various product categories and products/services in general. Important components of this paper include the concepts of marketing and design. One without the other makes no sense, as design and marketing are closely connected and mutually dependent. The paper is divided into seven sections, within which concepts such as marketing, design, and design in marketing are described, as well as how design influences consumers' perceptions of individual products. Additionally, three types of design are outlined. Furthermore, the paper describes seven types of logos. A survey was conducted through an anonymous questionnaire aimed at uncovering customers' attitudes and opinions regarding design and how it influences them. A total of 237 respondents participated in the research, which was conducted from May 8th to June 13th, 2024, via a Google Forms link. The survey link was shared on social media platforms such as Facebook and Instagram. The most significant impact of design was observed when respondents were choosing reasons for purchasing sneakers, leading to the conclusion that design is very important when buying clothing items, sometimes even more so than comfort. This indicates that the sample may not be the most representative, as it contained a very small number of older respondents. Another aim of the survey was to determine which products consumers purchase solely and exclusively because of their design, rather than quality. The majority of respondents cited clothing items from Zara and similar brands as examples.