Packaging is a much-neglected area of marketing communications, yet, packages carry important functional and emotional properties. Indeed, packaging has often been referred to as ‘the silent salesman’ or ‘the part of clothing a product wears’. From the MarCom perspective, a package needs to be attractive and recognizable; the material has to fulfil the required needs to protect and often also hold the product and keep it fresh, as is the case in frozen products, for instance, but it can also affect consumers’ willingness to buy the product. This study investigates consumer preferences for food packaging through the use of eye-tracking and survey methodologies.