The psychological strategies of commodity naming can be classified into the following categories:
1. Naming products according to their main functions. Its characteristic is that the name directly reflects the main performance and use of the commodity, so that consumers can quickly understand the efficacy of the commodity and accelerate the cognitive process of the commodity, which is mostly used in daily industrial products, cosmetics and pharmaceuticals. For example, "Qi Stagnation Stomach Pain Granule" is a drug for treating stomach diseases at a glance; "Goldfish Detergent" is a detergent for washing tableware or fruit; There are also "Olay Sunscreen", "Meijiajing Hand Cream" and so on, which can directly understand the purpose and efficacy of the goods from their names. This straightforward naming method caters to consumers' psychology of pursuing practical value of goods.
2, named after the main components of the goods. This naming method enables consumers to directly understand the composition of raw materials of goods from their names, so as to choose goods according to their actual situation. For example, "spirulina cereal" can be seen that spirulina is added to the cereal; The main ingredient of "Compound Glycyrrhiza Mixture" is licorice for relieving cough; The raw materials of "Liangfei Pearl Mask" contain pearls for beauty and whitening. The names of these commodities either emphasize genuine products or highlight the preciousness of raw materials, all of which have played a role in attracting consumers.
3, named after the appearance of the goods. This naming method is mostly used to name goods such as food and handicrafts. It is characterized by visualization, which can highlight the novel and beautiful features of commodity modeling and attract consumers' attention and interest. For example, some jewelry is named after "starry sky", and some foods are named like "bergamot crisp" and "cat's ear". However, in this way, we should pay attention to the unity of name and image, otherwise it will be self-defeating and fail to make consumers associate with commodity entities from names, thus deepening their impressions and memories of commodities.
4, named after the manufacturing process or manufacturing process. This method is often used for goods with unique manufacturing technology or memorable development process, which is a method often adopted. For example, "Erguotou" wine has to be steamed by changing water twice in the production process, and only the middle part of the second pot of wine liquid is taken, so the wine quality is pure and mellow. Named after this, consumers can know the unusual brewing technology of the wine, thus improving the reputation of the product.
5, named after the origin of the goods. Named after the place of origin is mainly because the product has a long history, especially the goods in the place of origin are the most distinctive and prestigious. Being named after the place of origin can highlight the local customs and characteristics of the goods and make them unique. For example, "Jinhua ham" and "Yunnan Baiyao". Fenjiu, Beijing Alcohol, Tsingtao Beer and so on. This naming method accords with consumers' psychology of seeking fame, uniqueness and novelty, which can increase the sense of luxury and popularity of goods, and at the same time make consumers feel that goods reflect the regional culture, thus generating intimacy and preference.
6, named after people. That is, the method of naming goods after inventors, manufacturers and historical figures. This method links a specific commodity with a specific person, making consumers think about things and people, causing rich associations, memories and admiration, thus leaving a deep impression on consumers. Such as Versace, Pierre Cardin, Saint Laurent, Zhangguang 11 Hair Regenerist and Li Ning brand sportswear. Named after people can also reflect the long history and culture of goods, indicating that goods are famous, authentic and unique, so as to induce consumers' desire to buy.
7, named after foreign words. This method is often used to name imported goods with foreign words, mainly to satisfy consumers' psychology of novelty, novelty and difference, and also to overcome the difficulties in translation. But this requires catchy reading and good meaning. The best example is "CocaCola", whose Chinese translation is selected as "Coca Cola", which reminds people of the comfortable feeling brought by delicious drinks and the resulting pleasant mood.
8. Name it after a mascot or something beautiful. Some commodities are named "Lily" quilt, "Panda" TV set, "Geely" car, etc. to cater to people's psychology of getting lucky and looking forward to making a fortune. However, some traditional Chinese medicines in our country often use names that can make people have good associations instead of the original names because their original names will make consumers feel afraid. For example, "earthworm" originally refers to earthworm; "Tianlong" originally refers to gecko.
9. Name by color. This method is suitable for food commodities. For example, the composition of chocolate in "dark chocolate" raw materials is relatively high, and black highlights the purity; "White Jade Tofu" highlights the white, tender and delicate shape of tofu; "White plus black cold tablets" highlights the different effects of white tablets and black tablets. Naming by color highlights consumers' visual experience and makes them deeply impressed by the goods.