The world changes more and more every day. People live a rushing lifestyle and it's getting more and more accelerated each day. There is a lack of time in the day for everything a man has planned to do. Going shopping seems to be a long process for some people. Individuals use various methods to shorten the time spent in shopping and to avoid the decision making situations. It is all influenced by the mentally experienced rules that lead to a quick decision, which is the topic of this final work. It is important to emphasize the components that make the product. Its way from idea to the shelves. The content of this paper is to define the impact of the visual identity of the product itself on our daily purchasing decisions. Of course, the visual identity is not the only thing that encourages the consumer to buy, so this work will also clarify the influence of other senses when making a purchase decision. The subject of the story is the consumer on whom it all depends. The definition of consumer 's behavior is well known to everyone, but consumer's behavior during the purchase, when making a quick decision, is an area that still isn't explored enough. The paper also explains the impact of other factors affecting consumer's behavior when deciding. In addition, there are examples of well-known brands which persistently improved their visual identity and quality, and directed it towards the consumer. In the end, the work contains a research presenting the impact of the appearance of the products, the price, the name, emotions and recommendations on the consumer's decision.