Definition
The study of the psychological and emotional associations between the sounds of language and the meanings they evoke in the listener, independent of lexical meaning. Applied to naming, it makes it possible to select phonemes (consonants and vowels) that reinforce the brand's desired attributes: speed, softness, hardness, warmth, etc.
Relationships
Concepts linked to this one by a real relationship in the glossary. Hover over each one to see why it's related.