The Secret Science of Sound Behind Brand Names
Rizwan playing chef, holding up two quirky dishes to explore the power of naming associations. AI-generated with a touch of Photoshop magic.
Fancy yourself a Bouba or Kiki? Explore the power of sound symbolism in 'cooking up' your brand’s first impression.
What is Sound Symbolism?
"A resemblance between what something sounds like and its meaning." (Storied, 2024)
Consider the word "tiny." Notice how saying it feels small, both in its sound and the way your mouth moves. Now, sound out each individual letter—do you notice how the shapes of the letters seem to match your mouth movements?
Here are some other examples: Why does 'Sizzle' mimic the sound of food cooking? Or how 'Crunch' conveys the sound of biting into a crispy apple?
Enter the Bouba-Kiki Effect
Which of our dishes do you think is Bouba or Kiki?
This study discussed a type of sound symbolism and sought to understand the origins of human language. (Ramachandran & Hubbard, 2001)
Neuroscientists presented subjects with the question... "In Martian language, one of these two figures is a “bouba” and the other is a “kiki”, try to guess which is which."
95% of respondents said ‘Bouba’ represents round objects and ‘Kiki’ represents sharp objects.
The Bouba-Kiki Effect also applies to Names
Another study delved further into this concept. Participants voted on first names and their associated body features.
(Sidhu & Pexman, 2015)
Representation of Nathan with softer rounder features
Bouba names, that had more open mouth sounds, correlated with assuming these people had rounder features. The top 3 names included:
Nathan - 173
Samantha - 62
Molly - 43
Representation of Carter with chiselled sharper features.
Kiki names, that had more closed-mouth sounds, correlated with assuming these people had sharper features. The top 3 names included:
Carter - 188
Victoria - 68
Kate - 44
The Bouba-Kiki Effect can also apply to Business Names, Logos and Products
A US Marcomms agency proposed that a word's sound can evoke specific perceptions and feelings, which can be strategically used in brand or product naming. (Braithwaite Communications, 2018)
Bouba brands are associated with being more friendly, adaptable, smooth and reliable.
Kiki brands are associated with being more analytical, precise, modern and efficient.
brands categorised by sound
Brands Categorised by Shape
Rebrands THAT shift perception
Products with inherent perceptions
So what have we learned?
A well-prepared dish, like a well-chosen brand name, lays the groundwork for success.
Yet, just as a chef can tweak a recipe to better suit diners’ tastes, a brand can evolve to meet customer expectations. The key is to start strong and stay adaptable, ensuring your brand remains as satisfying as a perfectly seasoned dish.
References
Storied. (2024). What is the bouba-kiki effect? [YouTube Video]. In YouTube. https://www.youtube.com/shorts/I6pbSpd909k
Ramachandran, Vilayanur & Hubbard, Edward. (2001). Synaesthesia - A Window Into Perception, Thought and Language. Journal of Consciousness Studies. 8. 3-34.
Sidhu, D. M., & Pexman, P. M. (2015). What's in a Name? Sound Symbolism and Gender in First Names. PloS one, 10(5), e0126809. https://doi.org/10.1371/journal.pone.0126809
Braithwaite Communications. (2018, April 12). Bouba/Kiki Branding. Gobraithwaite.com. https://gobraithwaite.com/thinking/bouba-kiki-branding/
