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Peppermint hard candy is increasing sold in the market. It causes a tight business competition and need some efforts for the product to survive and to win the competition. One effort that can be done is to design peppermint hard candy packaging. This research aimed to find out the peppermint hard candy primary packaging design in accordance with the consumers needs. This study used kansei engineering to translate consumer perceptions of the primary packaging design. Factor analysis and conjoint analysis were used for data processing. Based on the analysis, the design of peppermint hard candy packaging desired by the consumer was plastic, tubular, printed sticker label, flip top accessory and transparent colors. The label design element has the most importance value (30,524%) followed by material design elements (29.188%), shape (21.763%), accessories (11.300%) and color (7.226%).