Packaging today has to fulfil numerous safety and environmental demands which are becoming more and more rigorous, having in mind also its cost-effectiveness. Concentrating only on environmental demands can decrease the protective function of packaging and vice versa. By conducting a life cycle analysis of packaging it is possible to assess already in the design stage impact that packaging has on the environment and use it as the base for decision making. Demands for the safety of packaging beside the prevention of food spoilage include also traceability, influence of the packaging materials on the food and the problem of food counterfeiting. Packaging design must thus prevent transfer of substances from packaging material to the food and to set up an effective traceability system to ensure the transfer of the relevant information’s through entire supply chain. To prevent the counterfeiting it is necessary to design the packaging that will be hard to imitate, but that will have acceptable price to producers and consumers. In the packaging design stage vide range of the factors are being analysed that expand form the market demands thru competition, types of the materials, extensive regulatory demands all the way to final method of disposing. Following that, decisions can be made on the optimal proportion of these demands in the final packaging.