Coca-Cola sounds like bubbles. Häagen-Dazs sounds Scandinavian (it's made in New Jersey). Sound symbolism makes customers think your product tastes, feels, or performs certain ways before they try it.
Plosive Sounds Signal Power
K, T, P, B. Hard, decisive sounds. Kodak, Tesla, PayPal, British Airways. Convey strength and precision.
Sibilants Suggest Speed
S, Z sounds. Zoom, Cisco, Samsung. Imply quickness and efficiency.
Liquids Communicate Softness
L, M, N. Calm, soothing, gentle. Ideal for lifestyle brands. "Lull," "Calm," "Luna."
Vowel Psychology
High vowels (EE, I) = small, fast, light. Low vowels (AH, OH) = large, slow, heavy. Impacts product perception.
Cultural Variations
Sound symbolism varies by language. Test with native speakers in target markets.
Warning: Forced sound symbolism backfires. "Speedy Accounting" sounds unprofessional. Subtlety matters.
Generic Names Can't Be Trademarked
If you want legal protection and a name competitors can't copy, make it distinctive from day one. Sound symbolism enhances distinctive names.