We’ve looked at how companies are naming some of the biggest trends in technology, but what about the names for everyday products? This year’s CES was a treasure trove of technology that stands could impact on our day-to-day lives. With many names leaning toward the descriptive, it’s clear that companies are prioritizing making it easy for their audience to get what they do, even if the product isn’t as simple.
Our smart phones have almost become a part of us, so it’s no surprise that many companies launched products for mobile phones at CES. Take Prong, whose PocketPlug is a case for your iPhone that plugs directly into the wall for easy charging, no pesky USB cables needed. The name itself is descriptive and alliterative, making it fun to say and hard to forget.
One of the more fun phone accessories launched this year was TYPO, a physical Blackberry-esque keyboard for your iPhone. As a play on “typing” the name speaks to the function of the product, and as a real word; TYPO suggests that it helps users avoid exactly what the name describes.
The smart watch is at the crossroads between mobile accessories and wearable technology. The original Pebble launched at CES last year, and a new version was announced this year: the Pebble Steel. As the name promises, the Pebble Steel offers high-quality materials, enhanced durability, and more of a metallic look. We don’t often see companies name to materials in the tech space — it may be shortsighted with such a quick pace of innovation and changes in manufacturing — so we’re curious to see how long the Pebble Steel will last.
Outside of the mobile space, everyday products for the home took the stage. Clio, from ClearView Audio, is an “invisible” speaker for the home. Like the design, its name has the ability to blend into your life with a very human and familiar tonality; it sounds identical to the human name “Cleo.” Clio also evokes clarity, both of the sound and of the device itself, and is a suggestive and coined name that works well for the product.
And the craziest thing that has the potential to become a part of your daily routine? That’s PulseWallet from Fujitsu, a cash register that scans the veins in your hand to collect payment. Another real word composite name, it taps into everyday terminology to tell you what it does, and uses friendly language to make something futuristic seem not that far out.
Knowing this, if we had to venture a guess at what Samsung executives might name their new 85-inch bendable TV, we’d lean toward the descriptive. It gives them a chance to define the product in their own terms, and can tell users what to expect from something they haven’t seen before.
Katie Conneally is a Consultant, Verbal Identity at Interbrand New York.