Short answer

When developing product names or brand identities, leverage sound symbolism to intuitively communicate desired product qualities and enhance memorability.

Field: Innovation & Design
Source: Cognitive Research Principles and Implications (2017)
Method: Experimental research
Evidence: Strong effect

Aligning the phonetic qualities of a brand name with the intended product characteristics can significantly enhance memorability and consumer association. This innovation & design research insight is drawn from a 2017 study published in Cognitive Research Principles and Implications. Using Experimental research, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When developing product names or brand identities, leverage sound symbolism to intuitively communicate desired product qualities and enhance memorability.

Study

Innovation & DesignHigh ImpactStrong effect

Sound Symbolism: Crafting Memorable Brand Names by Aligning Sound and Meaning

Aligning the phonetic qualities of a brand name with the intended product characteristics can significantly enhance memorability and consumer association.

Cognitive Research Principles and Implications · 2017

Key Findings

01Nonwords with plosive consonants and back vowels were perceived as larger than those with fricative consonants and front vowels.
02Definitions paired with nonwords that were sound symbolically congruent with the definition's meaning were recalled better than incongruent pairings.

Application

Design takeaway

When developing product names or brand identities, leverage sound symbolism to intuitively communicate desired product qualities and enhance memorability.

How to apply

During the ideation phase for new products or brands, brainstorm names that use phonetic elements known to evoke the desired product characteristics (e.g., sharp sounds for precision, rounded sounds for softness). Test these names for perceived meaning and memorability.

Project actions

01When naming a product for your design project, consider the sounds you are using. Do they match the product's function or aesthetic?
02Test potential names by asking others if the sound of the name makes them think of certain qualities.

Method & Evidence

AimCan the phonetic characteristics of nonwords be manipulated to convey specific meanings (e.g., size), and does this sound symbolism enhance associative memory for associated definitions?

MethodExperimental research

ProcedureParticipants were presented with novel nonwords designed to evoke either largeness (plosive consonants, back vowels) or smallness (fricative consonants, front vowels). They rated the perceived size of these nonwords and provided definitions. In subsequent experiments, participants studied pairings of nonwords with definitions, assessing recall for congruent (sound-symbolism-aligned) versus incongruent pairings.

ContextCognitive psychology, linguistics, branding, product naming

Variables

IVPhonetic composition of nonwords (plosive/back vowels vs. fricative/front vowels), congruence between nonword sound symbolism and definition meaning.

DVPerceived size of nonwords, recall of definitions paired with nonwords.

CVParticipant-generated definitions, study of nonword-definition pairings.

Strengths & Limitations

Strengths

+Novel methodology for creating sound-symbolic nonwords.
+Controlled experimental design to isolate the effect of sound symbolism on memory.

Limitations

The nonwords used might not directly translate to real-world product names. The study focused on size, and other attributes might have different sound symbolic relationships.

Reliability & validity

The study's reliability is supported by multiple experiments demonstrating consistent effects. Validity is enhanced by controlling for confounding factors like word neighbors, focusing on the direct impact of sound symbolism on memory.

Think critically

To what extent do cultural backgrounds or personal experiences override the inherent sound symbolic associations identified in this study, and how can designers account for this variability?

Design Principles

"Phonetic congruence enhances associative memory and brand recall."

In the competitive landscape of product development, a brand name is often the first point of contact with a consumer. Understanding how specific sounds evoke certain perceptions allows designers and marketers to create names that are not only distinctive but also intuitively communicate desired attributes, leading to stronger brand recall and consumer connection.

What This Means for Your Design

Using certain sounds in a name can make people think of big or small things, and if the name sounds like what the product does, people will remember it better.

How to use in your project

1.Reference this research when discussing the rationale behind your chosen product name or brand identity, particularly if you aimed for specific phonetic associations.

Add to My Project

Quick Cite

Paragraph starter

The selection of a product's name is a critical design decision that can impact its memorability and consumer perception. Research in sound symbolism suggests that phonetic qualities can inherently convey meaning. For instance, studies have shown that specific consonant and vowel combinations are associated with perceptions of size, with plosive consonants and back vowels often evoking largeness, while fricative consonants and front vowels suggest smallness. When these phonetic characteristics align with the intended product attributes, it can lead to enhanced associative memory, making the brand name more memorable for consumers. Therefore, in the design of [Your Product Name], careful consideration was given to phonetic congruence to ensure intuitive communication of [Key Product Attribute] and to foster stronger brand recall.

Source

Cognitive Research Principles and Implications

Remembering that big things sound big: Sound symbolism and associative memory

journal · 2017

View source

Questions About This Research

What does the research say about sound symbolism: crafting memorable brand names by aligning sound and meaning?: When developing product names or brand identities, leverage sound symbolism to intuitively communicate desired product qualities and enhance memorability. Evidence: Cognitive Research Principles and Implications (2017).
Why does "Sound Symbolism: Crafting Memorable Brand Names by Aligning Sound and Meaning" matter for design?: In the competitive landscape of product development, a brand name is often the first point of contact with a consumer. Understanding how specific sounds evoke certain perceptions allows designers and marketers to create names that are not only distinctive but also intuitively communicate desired attributes, leading to stronger brand recall and consumer connection.
How can designers apply this research?: When developing product names or brand identities, leverage sound symbolism to intuitively communicate desired product qualities and enhance memorability.
What were the main findings?: Nonwords with plosive consonants and back vowels were perceived as larger than those with fricative consonants and front vowels.. Definitions paired with nonwords that were sound symbolically congruent with the definition's meaning were recalled better than incongruent pairings.
What research method was used?: Experimental research.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2017 journal from Cognitive Research Principles and Implications.
What should I do differently in my next project?: During the ideation phase for new products or brands, brainstorm names that use phonetic elements known to evoke the desired product characteristics (e.g., sharp sounds for precision, rounded sounds for softness). Test these names for perceived meaning and memorability.
What are the limitations?: The study used nonwords, and the effects might differ with existing words or more complex product attributes. The influence of cultural or learned associations with specific sounds was not fully explored.