The Fast-Moving Consumer Goods (FMCG) sector is characterized by tough competition, endless product launches, and progressing consumer expectations. In such a spirited marketplace, packaging and labelling have come out as strategic marketing tools that influence consumer perception, brand differentiation, and purchase decisions. This research paper examines the influence of packaging and labelling strategies on consumer preference towards FMCG brands. The study synthesizes findings from a structured questionnaire, academic research, journals, and regulatory frameworks related to packaging design, visual appeal, sustainability cues, and informational labelling. The analysis highlights that packaging elements such as colour, typography, material, eco-friendly features, and brand symbolism play a significant role in shaping consumer trust and purchase intention. Labelling strategies — including product information, certifications, and regulatory compliance — enhance perceived transparency and authenticity. Data interpretation shows that packaging components such as visual appeal, quality perception, brand consistency, and colour significantly influence buying behaviour. The study concludes that packaging and labelling act not only as protective tools but as potent communication medium influencing consumer behaviour.