The role of packaging is important as it provides the first impression to consumers, so packaging can attract or repel potential customers, shaping their decisions. Through carefully designed packaging, marketers try to create an emotional connection between the product and the consumer. Colors, shape, and messages on the packaging play a key role in influencing the perception of the product. This further emphasizes the importance of marketing in creating packaging that will attract customers and influence their purchasing decisions. In today's competitive market, successful marketing cannot be imagined without a careful approach to packaging. Consumers often make quick decisions about what to buy, and attractive packaging can be crucial. Modern technologies allow packaging to be personalized, which further helps in attracting the target audience. Analytics and market research help marketers better understand consumer needs and adjust packaging to achieve the desired response. The combination of marketing and innovative packaging remains a key strategy for successful purchasing decisions. In this paper, the primary research indicated the importance of packaging in making a purchase decision, therefore packaging as an integral part of marketing strategies should be strategically planned. The methodology of the research is that the available literature was used for the preparation of the work, which is defined through: books, textbooks, magazines, publications on the topic of the work and relevant internet sources. General scientific methods (method of analysis, method of synthesis, method of description, method of compilation) and the method of examination through a survey were used during the preparation of the paper. The expected results of the work were that this work wanted to investigate what the attitudes of consumers are when shopping and whether packaging is a means of influencing their decision-making when choosing a product when shopping.