The packaging market is getting crowded with several competitive products trying to get a bigger slice of the pie. The satisfaction of the consumer on use of the packaged product is the primary factor in the decision making process. The visual aspect has maximum sales appeal. However, once the visual components of packaging have been fully exploited, the differentiation of brand is dependent upon different sensory aspect. Researchers have found that vision appeals about 60% of the time in the consumer’s decision to buy; smell is the next important sense to appeal to consumer (almost 45% of the time). The other sensory aspects that have different rating on purchasing decision include Sound at 40%, Taste at 30%, and Touch at 25%. The use of environmentally friendly favourably certified packaging materials also impact the buying decision. Appealing to consumers’ five senses through innovative packaging techniques can result in increased brand loyalty and greater impact at point of sale. A new kind of thinking is emerging about realizing the full potential of packaging and elevating it as one of the most significant marketing tools brand managers have at their disposal. Many packaging majors are increasingly using all 5 senses to provide a unique brand image to the product. Current packaging integrates multisensory effects, which provide more differentiation on the shelves and target impulse purchases. Research has proved that addressing several senses at once through product packaging increases consumers’ brand loyalty by 30 to 60%. But if only one sensory impression is conveyed and recalled, this value is halved. Nanotechnology, interactive packaging, intelligent and active packaging, multi-sensory packaging, and edible packaging are developing innovations that are likely to have an impact on the future of food and drinks packaging. Visionshopsters report discusses issues like: The focus of active and intelligent packaging has moved from specific retailer and manufacturer driven benefits like shelf-life extension and spoilage protection, to include more consumer focused benefits such as freshness, quality and information. Intelligent packaging has a role to play in traceability and safety systems, as packaging and/or labeling is the most logical place to hold traceability information. Active and intelligent packaging technologies can extend product shelf-life and help reduce wastage by clarifying the suitability of a product for consumption. Reduction of packaging waste has become a major issue for consumers and society and is the subject of much lobbying and government initiatives. Given this context, developments within active and intelligent packaging need to fit into packaging waste management expectations. The development of smaller, cheaper and more flexible electronic components will increase the potential for sophisticated ‘smart’ tags and sensors to be used on individual packs, and has the potential to accelerate the uptake of sound and light elements in packaging.