Contemporary design of food labels use different landscape pictures. Using the landscape in trade and market as a way of serving the message has long history and is very common. It was the main reason to create the concept of consumers landscape. According to research results two basic landscape images were observed — images of real landscape (pictures of recognizable and existing places, sites, cities, buildings, etc.) and images of imaginary landscape (imaginary view suggesting the certain type of landscape). The results of conducted researches could be helpful in recognizing the difference between real landscape and imaginary landscape. Conducted researches could be used not only in landscape architecture, but also in trade and marketing. Wide range of phenomenon called consumers landscape allows for expanding the studies on the dependency between a landscape vista and recognizing and selling the product.