A product’s name is more than a label. It sets expectations, tells a story and influences consumer perception. Choosing the right name isn’t just creative; it’s strategic. They’re the gateways to a brand’s identity.
A good name reflects the product’s purpose, evokes positive emotions, resonates culturally and aligns with the wishes of the market. It also impacts how people experience the product. For instance, in an experiment, identical odours were rated as more pleasant when labeled “Christmas tree” rather than “disinfectant spray.” Names shape perception. If a simple word can alter experience, imagine the impact of a well-crafted product name.
The power of sound
Beyond meaning, sensory qualities of names matter too. Sound plays a crucial role in shaping perception. Feelings about secondary sensory elements (like a name’s rhythm or fluency) affect emotional connections to a product: a phenomenon called sensation transference. Catchy, easy-to-pronounce names stick with consumers and influence preferences. Research even shows companies with fluent-sounding names perform better on the stock market.
The Bouba-Kiki effect: A universal effect
The one smooth and rounded, the other sharp and angular.
If you had to assign the names "Bouba" and "Kiki", which would you choose?
The Bouba-Kiki effect highlights how sound and shape align. When shown a round and a spiky shape, most people associate “Bouba” with the round shape and “Kiki” with the spiky one. Across cultures and languages, people instinctively pair round, soft sounds with smooth shapes and sharp, abrupt sounds with angular forms.
This association extends to textures, flavours and even human perception. Smooth textures and round faces align with “Bouba” names, while rough textures and angular faces suit “Kiki” names. These connections impact not only perception but also likability.
Marketing implications
Aligning a product’s function and identity with the right sound strengthens emotional appeal, a product with Bouba function shouldn’t be paired with a Kiki name:
Wellness & beauty brands benefit from rounder, softer names that evoke relaxation and comfort: Lush, Dove, Sephora.
Energy-driven brands (sports cars, energy drinks, tech gadgets) use sharper sounds to signal power and intensity: Jaguar, Zippo, Nike.
Conclusion: More than just a name
A product’s name shapes perception before it’s even experienced. It’s integral to the product’s identity. By choosing names that align with a product’s features and consumer expectations, brands can strengthen emotional connections and boost appeal. Product naming is both an art and a science: a balance of meaning, sound and sensory appeal to tell a compelling story.
About the author
Sevgi Bayram
As Strategy & Insights Lead at One Inch Whale, she explores the ‘why’ behind consumer behaviour. With a background in psychology, she uncovers subtle cultural, contextual and psychological nuances that help brands make informed decisions.