Packaging is an important element for many situations, from the safety of the product to its aesthetic attitude. In modern conditions, the packaging of a product is not a secondary phenomenon, on the contrary the most powerful tool of visual communication, more prominent than the product. Most of time the first thing that the consumer is faced with when purchasing a product is the packaging. Often the only source of information about a particular brand is the packaging. Therefore, the packaging product should highlight its most striking features. Packaging acts as a bridge between the producer and the consumer, providing more profit to the producer and more satisfaction to the consumer. The value of the packaging for the brand is as much as it meets the demands of the buyer. Therefore, the most basic feature that will make a packaging valuable for the brand will appear as a design element. In terms of value, packaging has a duty that also carries the reliability of the brand. The expressiveness of the packaging enables the consumer to create a positive attitude towards the brand.
Some basic features can be shown as criteria for a successful packaging. These; They are “conservation”, “awareness”, “functionality”, “uniqueness (difference)” and information (communication)”. In recent years, the packaging industry has radically changed with the innovations and advances in technology. It can be said that these basic features of packaging have also been revolutionized. Today, designers have succeeded in turning technology into art by using most of these technological developments.
The success of a package is directly proportional to its ability to sell the product.

Keywords: Packaging design, visual communication in packaging design, packaging design and brand