There is the feeling in the air that we shall live in the age of sensitivity. The reason why sensitivity of sensitive recognition is regarded more and more important in our daily lives is that we seek more abundant and comfortable life according to the advancement of the standard of living. The generation which have not experienced war and extreme poverty tends to thing more highly of quality of life than life itself. They have not only much more ability of sensitivity in general but also show keener response for things of the visual type. They regard it as a virtue no more to endure inconvenience or shortage but tend to seek beauty, comfort and convenience. It is the way of becoming a victor in marketing to study the characteristics of such a generation and the packaging they may like. Design may be called a representative of the age of sensitivity. According as the importance of design increases in daily life, merchandising depends mostly on design. Younger generations may prefer simpler and prettier package especially in packaging of food, for it may save time in cooking in a busy modern living. According as the number of job-holding population increases, high-quality food will be preferred to low-quality one and half-cooked food to that hard to cook. Actually the recent pattern of food consumption has brought the increase of some items and the decrease of other ones. For example, the consumption of processed food such as instant food is increasing, while that of fresh fish and vegetables which demand much time to cook is decreasing. New generation consumers are sure to choose packaged goods which are convenient to cook or use, instead of the purchasing pattern which satisfies the sense of abundance and necessity.