Member lesson

Presenting names to a client

Lesson 9 of 10 in Naming.

Lesson

A naming presentation is the moment where months of work is decided by people reacting in real time, and it goes wrong in the same way almost every time: a list of names read aloud, opinions in the room, and the safest option surviving.

The arc of a project, with the widest point in the middle and one narrowing at each end.

A designer presents three easel boards showing mock-ups on a shopfront, a delivery van and a carrier bag to a client leaning forward, with a crumpled list in a bin. — A designer shows a client three name ideas already placed on a shopfront, a van and a bag. Seeing a name in use gives the room something real to judge.

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Question 1, locked
Twelve names are read aloud from a slide in a client meeting and the safest one wins. What is the structural reason?
- Twelve is more than anyone can hold, so the room settles on whichever name was read last.
- A name on a list is an abstraction, so people end up discussing their own associations with the word.
- Reading a name aloud tests its sound, and sound is the weakest signal a name can give.
- The person who can decide is rarely in the room, so nobody risks a bold choice.
Question 2, locked
Which of these words means this? “Why this name, in one paragraph. Longer than that suggests the name is not doing the work.”
- Slang risk
- Consonant cluster
- Rationale
- Territory
Question 3, locked
Which of these words means this? “The name shown as it will be met. On a pack, a sign, a phone.”
- Association test
- Handle
- In-context mock
- Slang risk

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