Naming principles

Names generally fall on a spectrum from descriptive (‘General Motors’) to evocative (‘Patagonia’) to abstract (‘Kodak’). Descriptive names are easy to understand but hard to own. Abstract names are distinctive but need more marketing support. Evocative names sit in the sweet spot: they hint at meaning without being literal. Consider how a name sounds, how it looks written down, whether it works internationally, and whether it’s easy to search for.

See also: Alliteration; Weirdness works wonders