Analyzing an importance of its separate elements for consumer’s choice reveals the impact of packaging and its elements on consumer’s purchase decision. For this purpose main package’s elements has been identified: graphic, color, size, form, and material of packaging are considered, wrapper design, innovation while product information, producer, country-of-origin and brand are considered as important ones. Moreover, the impact of package elements on consumers purchase decisions has been evaluated, and it is concluded that it depends on the consumer’s involvement level, time pressure or individual characteristics of consumers.