The purpose of this study is to investigate the relationship between product design and customer purchase performance with the mediating role of brand association in consumers of packaged pistachios in Kerman city. The research method was applied in terms of purpose and descriptive in nature with correlational study. The statistical population was all pistachio consumers in Kerman city in 1400, who visited pistachio stores to buy packaged pistachios of Karna company. Due to the unlimited population, 334 people were randomly selected as a statistical sample. The tool of data collection in this study was a questionnaire, and the product design questionnaires of the Lyonendank model (2019), the customer purchase performance of the Segra et al. model (2007) and the brand association model of Angok Fan and Qantos (2013) were used. The validity of the tool was checked and confirmed by the method of content validity and reliability with Cronbach's alpha. Data analysis was done by Spss and Amos software. The findings showed that there is a significant relationship between product design and customer purchase performance with the mediating role of brand association in consumers of packaged pistachios (p<0.05). There is a direct and significant relationship between product design and brand association (p<0.05), between brand association and customer purchase performance (p<0.05) and between product design and customer purchase performance in pistachio packaging consumers (p<0.05). . Based on the findings, it seems that increasing the product design and increasing the association and mental image of packaged pistachios can increase the purchasing performance of customers of this product.