Today's market is described by high product competitiveness, high availability of products and services and customer information. In these conditions, it is increasingly difficult for companies to stand out in the mass of similar products. The success of any business, from an economic point of view, is measured by revenue preceded by sales. Through a long revolution in research into the impact of product attributes on purchasing decisions, the collective conclusion of many authors is that packaging is one of the most influential properties of a product. This research analyzes the perception of consumers when it comes to packaging of agri - food products, presents the theoretical framework of packaging and its characteristics, and presents the results of specific research on the characteristics of packaging and their impact on purchasing decisions. At the end, there is a discussion about the results of the research and a presentation of the conclusions of the research. Furthermore, a review of the importance of packaging in distribution and new trends in packaging design is provided. The purpose of this research is to identify the impact of packaging on consumer buying behavior and customer perception of the product and manufacturer, highlight key items of packaging design, determine its role in distribution and new packaging trends to inform companies and others about the design elements of agri-food packaging. products in order to recognize the importance of packaging as an element of marketing, and be able to integrate these findings into their own marketing strategy.