The psychology of names: why some stick and others don't
Cognitive science applied to startup naming. How our brain processes names and techniques to create memorable and impactful names.
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Viggo BoulangerRelated reading
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How our brain processes names
Understanding cognitive psychology can transform your approach to naming. Here's what science teaches us about name memorability.
1. The mere exposure effect
The more we are exposed to a stimulus, the more we appreciate it. This is why short and easy-to-pronounce names have an advantage: they are repeated more often and therefore better accepted.
2. Processing fluency
Our brain prefers what is easy to process. Names with these characteristics are perceived more positively:
- Phonetically simple
- Intuitive spelling
- Pleasant rhythm
- Positive associations
3. Cognitive biases in naming
Confirmation bias: We prefer names that confirm our expectations about the product.
Halo effect: An attractive name positively influences our perception of the entire product.
Anchoring: The first name heard influences our judgment of the following ones.
4. Psychology-based techniques
- Alliteration: PayPal, Coca-Cola, Best Buy
- Consonance: Google, Yahoo, Venmo
- Phonetic symbolism: high sounds = speed, low sounds = power
- Conceptual metaphors: Apple (simplicity), Amazon (vastness)
Practical application
Test your names with strangers. If they can repeat them correctly after a single listen, that's a good psychological sign.