① What are we naming? (start writing ...
② Audience
③ Scenes of use
④ Features (words about the contents)
⑤ Feelings (what users feel)
⑥ Sound (tone and rhythm)
⑦ Impressions to avoid
⑨ Name table and votes (write the nam...
⑩ Memorability × clarity (place the t...
Memorable × unclear
Memorable × clear
Forgettable × unclear
Forgettable × clear
⑪ Top name 1 (compare aloud)
⑫ Top name 2 (compare aloud)
⑬ Top name 3 (compare aloud)
⑭ Choose a favorite and a backup (com...
⑮ Is the name taken? (search for the ...
⑯ Misreading (have first-time viewers...
⑰ Reactions (ask the audience)
⑱ Owner, due date and result of each ...
⑲ Announce the decision (write when t...
Naming Candidates...
How to use (4 pag...
Decisions and fav...
Agreements, owner...
Impressions to av...
Collected words, ...
1/4
Set the impression
Ctrl+F / ⌘F : 2/4...
→ 2/4
2/4
Widen the name list
↙ 3/4
What we are naming e.g. Rice-flour pancake mix (new product) The impression the name should give e.g. Light, easy to enjoy even first thing in the morning Deadline and how we decide e.g. By October 24, two weeks from now. Decide by votes and disc ussion e.g. Families in their 30s with small children e.g. People cutting back on wheat Write by age, lifestyle and pain points Mark the audience you most want to reach e.g. On a shelf next to other products e.g. Cooking together on a weekend morning e.g. A shop assistant saying the name over the phone Write where the name is seen, heard or said e.g. rice flour e.g. fluffy e.g. just mix and cook Write words about ingredients, method and s hape e.g. relaxed e.g. a happy morning e.g. the family laughs Write how people feel after using it e.g. repeated sounds (like “yum-yum”) e.g. short, about 3 syllables e.g. a soft sound Write sounds that feel good to say e.g. cheap e.g. too childish e.g. can be read two ways Use as a standard when reviewing candidates ⑧ Widen the names...
e.g. A name for a rice-f lour pancake mix Substitute Swap one word e.g. fluffy→clou d “Cloudcakes” Adapt Copy the shape of another name e.g. picture-book style “Pan… Put to other use Borrow from another use e.g. “ 3PM Flour” Reverse Start from the opposite word e .g. not heavy→“Lightcake” Combine Join two words e.g. rice + mor ning “Ricemorn” Modify Strengthen or change the sound e.g. fluffy→“Fluuuffy” Eliminate Cut words to shorten e.g. “Ric epan” Name
Source (words used)
Easy to read
Votes (dot stamps)
Name 1
e.g. Cloudcakes e.g. swapped “fluffy” from ④ for a cloud ( Substitute) e.g. reads one way (checked with the team) e.g. five dot stamps Name 2
e.g. Ricemorn e.g. rice + morning (Combine) e.g. short and easy to read (place dot stamps here) Name 3
e.g. 3PM Flour e.g. snack time (Put to other use) e.g. unsure whether people say “three P.M. ” or “three o'clock” (place dot stamps here) Name 4
e.g. Lightcake e.g. not heavy→light (Reverse) (write whether it reads one way) (place dot stamps here) Name 5
(write a name) (write the words used) (write whether it reads one way) (place dot stamps here) 3/4
Narrow to 3 names
→ 4/4
4/4
Check and decide
縦軸: Memorability ...
Works with a one-line explanation. Keep as a backup. e.g. Ricemorn Choose the favorite from this box. Prefer it for the top 3 too. e.g. Cloudcakes Skip this time. Keep only the source words in ④–⑥. Try shortening with “Eliminate” in ⑧. e.g. Fluffy pancake mix made with rice flour e.g. Cloudcakes Good: e.g. the lightness comes across at once Concern: e.g. a little long Say it over the phone and write whether it got through the fir st time e.g. Ricemorn Good: e.g. short and easy to say Concern: e.g. not clear it is pancakes Say it over the phone and write whether it got through the fir st time e.g. Lightcake Good: e.g. a fun sound Concern: e.g. too childish (⑦) Say it over the phone and write whether it got through the fir st time Favorite (1) e.g. Cloudcakes Backup (1) e.g. Ricemorn Reason e.g. Most votes, and the light impression from ① came across at once e.g. Type the name into a search site e.g. Look for the same name in online shops and social media If a similar name exists, write the product and company Ask a patent attorney or other expert whether it can be a trad emark e.g. Have three people outside the team read it e.g. See whether anyone reads “Cloudcakes” as “Clod cakes” e.g. Check it in small print and from a distance Also check how it looks in all capitals e.g. Ask five people close to the audience in ② e.g. Ask sales staff whether it is easy to say in the shop Write the words you hear as they are Keep opposing voices too To do
Owner
Due
Result
Same name
e.g. Run the ⑮ search on three sites Owner: ____ e.g. October 20 e.g. No same name found Misreading
e.g. Have three people outside the team re ad it Owner: ____ e.g. October 21 e.g. All three read it at once Reactions
e.g. Ask five people close to the audience in ② Owner: ____ e.g. October 22 e.g. Four said it sounds light Announcement
e.g. Tell the people involved with the ⑲ m essage Owner: ____ e.g. October 24 (write the date you told them) The chosen name e.g. Cloudcakes Who to tell and how e.g. Tell sales and production staff by chat Condition to switch to the backup e.g. If a product with the same name turns up, switch to the bac kup “Ricemorn” → 2/4
Widen the name list
↙ 3/4
Narrow to 3 names
→ 4/4
Check and decide
Drag to move, scroll to zoom
