Packaging seems to be one of the most important factors in purchase decisions made at the point of sale where it becomes an essential part of the selling process. Packaged food products are moving into ever larger supermarkets and hypermarkets, and there is a proliferation of products, offering shoppers vast choice. The competitive context is ever more intense, both in the retail store and household. With the move to self-service retail formats, packaging increases its key characteristic as the silent salesman on the shelf at the point of sale. The critical importance of packaging design is growing in such competitive market conditions, as package becomes a primary vehicle for communication. Whatever be the logistics considerations, packaging is one key food product attribute perceived by shoppers. It cannot escape performing the marketing function, even if a company does not explicitly recognize the marketing aspects of packaging.