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September 11, 2004

9 naming keys

Very good article form Laura Reis on naming - The 9 keys to naming success (get many if not all and you're on the right track).
Key #1: Short
Key #2: Simple
Key #3: Suggestive of the category
Key #4: Unique
Key #5: Alliterative
Key #6: Speakable
Key #7: Spellable
Key #8: Shocking
Key #9: Personalized

I agree with them all except sometimes, "shocking" outside of themeparks, toys and movies really shocking names are not that likely to also be suggestive of a category.

I love thinking about naming. We had a post a while ago on the topic, in addition to some of these criteria and tips and tricks we looked at the process and "ground rules"...
• Names should either be memorable or meaningful
• Company names should be flexible and bigger than the names of the products
• Invest in very few core names, build the rest of your convention around them
• Do not name stuff you are not going to support or invest in over the long term
• Don't work too hard. Even if you don't love the name, even if it doesn’t make sense, if people already love it and are aware of it, keep it.

Posted by johnza at September 11, 2004 03:56 AM

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