Today’s New York Times article on naming is unusual in that it actually contains useful tips & rules for naming anything:
- Look for a name that paints a picture
- Make an emotional connection
- Go for stopping power. If a name can get people to pause and think for a moment – that’s as good as it gets.
- Ignore “negative” connotations
In pursuit of emotional connections, some paint companies have swept aside even basic rules, including the one that said to avoid negative connotations.
Martha Stewart offers Darkening Sky and Tempest. Benjamin Moore has Stormy Sky. Pantone has Turbulence and Tornado.
“These names might be disturbing to some,” said Lee Eiseman, executive director of Pantone. “But these are things that exist in nature.”
And then there is Dead Salmon, a taupe-like color from Farrow & Ball, the English paint company. Sarah Cole, the company’s marketing director, explained that the word “dead” in Britain means matte. Has the company considered dropping the “dead” for its American audience? No, Ms. Cole said. “It’s fun, and people pick up on it.” (The company also offers Arsenic.)