This publication is the testimony of the international meeting "Innovation in Packaging Design. Keywords and Tools". It presents the debate emerged during the seminar and reports the contributions of the participants, representatives of the international academic world (École de design, UQAM - Université du Québec à Montréal/Canada, Escola Massana Centre d'Art i Disseny from Barcelona/Spain, INDACO Department of Politecnico di Milano), who discussed the role which should be assumed by Communication Design for tracing new paths of innovation in the packaging sector.