The packaging world is evolving as social media gives consumers ever-greater leverage in influencing package design. Through the use of social networks such as LinkedIn, Twitter, and Facebook, new channels of communication enable easier and virtually immediate connections at all levels of the distribution chain.
When Eight O’Clock Coffee changed its venerable package graphics late last year, some consumers used the brave new world of social media to vent their frustration with the new-look packaging. Among the comments were the following:
