The Role of Phonaesthetics: Why Some Names Sound Better

Why do we like the name Coca-Cola? Or Lululemon? Or TikTok?

It's not just marketing. It's biology.

Phonaesthetics is the study of the beauty and pleasantness associated with certain speech sounds. Certain combinations of letters trigger positive responses in the human brain.

1. Alliteration (Repetition of Start Sounds)

Names that repeat the first consonant are sticky.

• Examples: PayPal, Best Buy, Range Rover.
• Effect: They feel rhythmic and complete.

2. Assonance (Repetition of Vowel Sounds)

Internal rhymes make names fun to say.

• Examples: YouTube (Ooo-Ooo), FedEx (Eh-Eh).
• Effect: They create a musical quality that aids memory.

3. Plosives (The Power Sounds)

Consonants that stop airflow (P, B, T, D, K, G) create energy.

• Examples: Kodak, Pixar.
• Effect: They sound strong, decisive, and energetic.

4. Liquides and Nasals (The Soft Sounds)

Sounds like L, R, M, N flow smoothly.

• Examples: Hulu, Chanel, Sonos.
• Effect: They feel luxurious, calm, and sophisticated.

The Boba / Kiki Effect

In a famous psychology experiment, people were shown a spiky shape and a rounded shape.

• 95% called the spiky shape "Kiki" (Sharp sounds).
• 95% called the rounded shape "Bouba" (Round sounds).

Lesson: If you are a cybersecurity firm (Sharp/Defense), don't pick a "Bouba" name like Loola. If you are a mattress company (Soft/Comfort), don't pick a "Kiki" name like Trakkt.

Conclusion

Say your name out loud. Does it roll off the tongue? Does the sound match the feeling of the product? Your mouth has to enjoy saying it as much as your ears enjoy hearing it.