Business Naming Basics

Consider incorporating the name of a color in your corporate name.

Often reciting the name of a color will produce an emotional response almost as strong as viewing the color itself. Thus, Red Bull, Greenway, Yellow Book convey energy, nature and bright respectively even in a radio commercial.

But there are a couple of caveats:

First, different colors may evoke different emotional responses in different cultures. For instance, white is a color linked with death in the China.

Second, the color (word) should be hooked up to an active word so that the combination name will be unique as well as memorable.

As I mentioned in the first paragraph, certain colors have strong associations, so it’s wise to know what they are before adopting a color name in your company name.. Here’s a rudimentary list of primary associations:

Red evokes aggressiveness, passion, strength, vitality.
Pink suggests femininity, innocence, softness, health
Orange means fun, cheeriness, warm exuberance.
Green evokes tranquility, health, freshness, and can also represent money.
Blue says authority, dignity, security, faithfulness and security. Plus it is universally popular.
Yellow is cheerful and easygoing. It stimulates creative and intellectual energy.
Purple represents sophistication, spirituality, costliness, royalty and mystery. It’s upscale.
Brown suggests utility, earthiness, woodsiness and subtle richness
White evokes purity, truthfulness and refinement
Gray says somberness, authority, practicality and a corporate mentality.
Black reminds us of seriousness, boldness, strength and somberness.

And don’t forget the many naming opportunities shades and variations of major color groups can produce.

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