As I researched, I see scholars think that the packaging area is not getting much noticed by researchers. However, the very first motive of this paper is to examine the rank of research related to the functions of marketing of packaging by the critical review of available literature. In earlier time the packaging was just used to protect the product and to provide functional benefits. Despite, the purpose of packaging now changing with time. With the recent marketing trends, Packaging become more crucial from the marketing point of view, as, raising decisions of buying non durable product at the point of a purchase, etc. It is especially used for differentiation at the time when the consumer has to choose between the products on the shelves. In a recent literature packaging is usually classified within the 4P’s. In certain cases packaging is even considered as a part of the communication mix. Without any doubt, packaging is having great impact on consumer thanks to its communicational facet. Creating link with consumer and building brand image is one of the vital functions of packaging.