{"id":2049,"date":"2026-05-04T09:00:00","date_gmt":"2026-05-04T14:00:00","guid":{"rendered":"https:\/\/www.atom.com\/radar\/?p=2049"},"modified":"2026-04-30T05:53:13","modified_gmt":"2026-04-30T10:53:13","slug":"naming-style-research-for-2026","status":"publish","type":"post","link":"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/","title":{"rendered":"Older Consumers Prefer Pragmatic: Naming Style Research for 2026"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Key takeaways:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Overall, consumers are <strong>slightly<\/strong> <strong>more drawn to pragmatic names<\/strong><\/li>\n\n\n\n<li>47% of consumers are drawn to pragmatic names, vs 41% towards edgy names<\/li>\n\n\n\n<li>Young consumers buck the trend: 19% are <strong>strongly drawn<\/strong> to edgy names vs. 14% to pragmatic names<\/li>\n\n\n\n<li>Older consumers <strong>significantly prefer pragmatic names<\/strong>: 9% are strongly drawn, vs. 3%<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Objective:<\/strong> There are many factors to consider when choosing a brand name, and one is whether to lean towards pragmatic names that express value propositions, or edgy names centred on brand positioning. This choice impacts the first impression of your brand: to help founders and businesses make informed choices, we asked a panel of American consumers which style they\u2019re drawn to.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Question:<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When thinking of your first encounter with a brand, how much are you drawn to brands with the following brand-name styles?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Name types surveyed:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pragmatic names centred on values (e.g., FinancialLogic, SpeedNotion)<\/li>\n\n\n\n<li>Edgy names centred on positioning (e.g., SalesZap, BoltBoost)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Responses:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Strongly drawn to this type of brand<\/li>\n\n\n\n<li>Moderately drawn to this type of brand<\/li>\n\n\n\n<li>Neither drawn to nor put off by this type of brand<\/li>\n\n\n\n<li>Moderately averse to this type of brand<\/li>\n\n\n\n<li>Strongly averse to this type of brand<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Audience:<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A representative panel of American consumers aged 18 \u2013 64.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Overall Results<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Consumers are more drawn to pragmatic names on first encounters<\/li>\n\n\n\n<li>47% of consumers are drawn to pragmatic names, vs 41% towards edgy names.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">When thinking of your first encounter with a brand, how much are you drawn to brands with the following brand-name styles?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a1b317b6b796&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a1b317b6b796\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"349\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/overall-1024x349.png\" alt=\"\" class=\"wp-image-2052\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/overall-1024x349.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/overall-300x102.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/overall-768x262.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/overall-1536x524.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/overall.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Gender Breakdown<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Men are slightly more drawn to pragmatic names<\/li>\n\n\n\n<li>Women show no preference on the appeal of edgy vs. pragmatic names<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Men<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">When thinking of your first encounter with a brand, how much are you drawn to brands with the following brand-name styles?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a1b317b6c723&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a1b317b6c723\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"360\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/men-1024x360.png\" alt=\"\" class=\"wp-image-2053\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/men-1024x360.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/men-300x105.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/men-768x270.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/men-1536x539.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/men.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Women<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">When thinking of your first encounter with a brand, how much are you drawn to brands with the following brand-name styles?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a1b317b6d2d1&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a1b317b6d2d1\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"342\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/women-1024x342.png\" alt=\"\" class=\"wp-image-2054\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/women-1024x342.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/women-300x100.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/women-768x257.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/women-1536x513.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/women.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Age Breakdown<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Younger consumers are more strongly drawn to edgy names: 19% vs 14%<\/li>\n\n\n\n<li>Older consumers significantly prefer pragmatic names: 9% are strongly drawn, vs. 3%.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>18 &#8211; 34<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">When thinking of your first encounter with a brand, how much are you drawn to brands with the following brand-name styles?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a1b317b6e004&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a1b317b6e004\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"348\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/1834-1024x348.png\" alt=\"\" class=\"wp-image-2055\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/1834-1024x348.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/1834-300x102.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/1834-768x261.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/1834-1536x521.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/1834.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>35 &#8211; 54<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">When thinking of your first encounter with a brand, how much are you drawn to brands with the following brand-name styles?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a1b317b6e8d3&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a1b317b6e8d3\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"346\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/3554-1024x346.png\" alt=\"\" class=\"wp-image-2056\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/3554-1024x346.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/3554-300x101.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/3554-768x260.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/3554-1536x519.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/3554.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>55 &#8211; 64<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">When thinking of your first encounter with a brand, how much are you drawn to brands with the following brand-name styles?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a1b317b6f20e&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a1b317b6f20e\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"342\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/05\/5564-1024x342.png\" alt=\"\" class=\"wp-image-2059\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/05\/5564-1024x342.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/05\/5564-300x100.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/05\/5564-768x256.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/05\/5564-1536x512.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/05\/5564.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Overall, consumers are slightly more drawn to pragmatic names over edgy ones, but when we dig into the demographics, the decision takes on more importance for brands. Older consumers significantly prefer pragmatic names, while edgy names make more of an impact on younger consumers. Brands should choose names that fit who they are, who they want to become, and who they want to appeal to. This research can guide that choice.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re interested in digging deeper into our findings, or asking your own questions on domain choice and branding topics, contact <a href=\"mailto:thom@atomradar.com\">thom@atomradar.com<\/a> to learn more.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Further Reading<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.atom.com\/radar\/business-naming-insights-and-data\/\">Key Naming Insights Every New Brand Needs: Latest Data and Research<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.atom.com\/radar\/domain-name-credibilty\/\">What\u2019s in a Word? Credibility of Single-Word Domain Names for Brands<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.atom.com\/radar\/brand-domain-choice\/\">Brand Domain Choice: Consumers Favor Compound Names Over Invented Words<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>There are many factors to consider when choosing a brand name, and one is whether to lean towards pragmatic names that express value propositions, or edgy names centred on brand positioning. This choice impacts the first impression of your brand: to help founders and businesses make informed choices, we asked a panel of American consumers which style they\u2019re drawn to.<\/p>\n","protected":false},"author":5,"featured_media":2051,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[31,29],"tags":[],"class_list":["post-2049","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-domains","category-naming"],"acf":[],"featured_image_url":{"thumbnail":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/name-style-150x150.jpg","medium":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/name-style-300x200.jpg","medium_large":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/name-style-768x512.jpg","large":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/name-style-1024x683.jpg","1536x1536":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/name-style-1536x1024.jpg","2048x2048":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/name-style-2048x1365.jpg"},"post_author":"Thom Davies","assigned_categories":"Domains, Naming","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AtomRadar Naming Older Consumers Prefer Pragmatic: Naming Style Research for 2026<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AtomRadar Naming Older Consumers Prefer Pragmatic: Naming Style Research for 2026\" \/>\n<meta property=\"og:description\" content=\"There are many factors to consider when choosing a brand name, and one is whether to lean towards pragmatic names that express value propositions, or edgy names centred on brand positioning. This choice impacts the first impression of your brand: to help founders and businesses make informed choices, we asked a panel of American consumers which style they\u2019re drawn to.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/\" \/>\n<meta property=\"og:site_name\" content=\"AtomRadar\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/atomdotcom\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-04T14:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-30T10:53:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/name-style-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Thom Davies\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@squadhelp\" \/>\n<meta name=\"twitter:site\" content=\"@squadhelp\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Thom Davies\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/\"},\"author\":{\"name\":\"Thom Davies\",\"@id\":\"https:\/\/www.atom.com\/radar\/#\/schema\/person\/70b4a3877033d9cf1c6bfbeb070504ae\"},\"headline\":\"Older Consumers Prefer Pragmatic: Naming Style Research for 2026\",\"datePublished\":\"2026-05-04T14:00:00+00:00\",\"dateModified\":\"2026-04-30T10:53:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/\"},\"wordCount\":541,\"publisher\":{\"@id\":\"https:\/\/www.atom.com\/radar\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/name-style-scaled.jpg\",\"articleSection\":[\"Domains\",\"Naming\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/\",\"url\":\"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/\",\"name\":\"AtomRadar Naming Older Consumers Prefer Pragmatic: Naming Style Research for 2026\",\"isPartOf\":{\"@id\":\"https:\/\/www.atom.com\/radar\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/name-style-scaled.jpg\",\"datePublished\":\"2026-05-04T14:00:00+00:00\",\"dateModified\":\"2026-04-30T10:53:13+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/#primaryimage\",\"url\":\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/name-style-scaled.jpg\",\"contentUrl\":\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/name-style-scaled.jpg\",\"width\":2560,\"height\":1707},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.atom.com\/radar\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Older Consumers Prefer Pragmatic: Naming Style Research for 2026\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.atom.com\/radar\/#website\",\"url\":\"https:\/\/www.atom.com\/radar\/\",\"name\":\"Atom\",\"description\":\"On-time Data for Your Branding Stories\",\"publisher\":{\"@id\":\"https:\/\/www.atom.com\/radar\/#organization\"},\"alternateName\":\"Squadhelp\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.atom.com\/radar\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.atom.com\/radar\/#organization\",\"name\":\"Atom\",\"alternateName\":\"Squadhelp\",\"url\":\"https:\/\/www.atom.com\/radar\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.atom.com\/radar\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/Untitled-design-59.webp\",\"contentUrl\":\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/Untitled-design-59.webp\",\"width\":575,\"height\":170,\"caption\":\"Atom\"},\"image\":{\"@id\":\"https:\/\/www.atom.com\/radar\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/atomdotcom\",\"https:\/\/x.com\/squadhelp\",\"https:\/\/www.instagram.com\/workwithatom\/\",\"https:\/\/www.linkedin.com\/company\/atomdotcom\/\",\"https:\/\/www.youtube.com\/@atomdotcom\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.atom.com\/radar\/#\/schema\/person\/70b4a3877033d9cf1c6bfbeb070504ae\",\"name\":\"Thom Davies\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.atom.com\/radar\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/d092b0ff03eeecebfdb4dddde4310065a59193fded043221dee1ec474d7cddbc?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/d092b0ff03eeecebfdb4dddde4310065a59193fded043221dee1ec474d7cddbc?s=96&d=mm&r=g\",\"caption\":\"Thom Davies\"},\"description\":\"Thom Davies is a researcher at AtomRadar and content strategist for Atom.com. His background in quantitative and qualitative analysis is the foundation for data-led brand strategy.\",\"url\":\"https:\/\/www.atom.com\/radar\/author\/tcgdavies\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"AtomRadar Naming Older Consumers Prefer Pragmatic: Naming Style Research for 2026","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/","og_locale":"en_US","og_type":"article","og_title":"AtomRadar Naming Older Consumers Prefer Pragmatic: Naming Style Research for 2026","og_description":"There are many factors to consider when choosing a brand name, and one is whether to lean towards pragmatic names that express value propositions, or edgy names centred on brand positioning. This choice impacts the first impression of your brand: to help founders and businesses make informed choices, we asked a panel of American consumers which style they\u2019re drawn to.","og_url":"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/","og_site_name":"AtomRadar","article_publisher":"https:\/\/www.facebook.com\/atomdotcom","article_published_time":"2026-05-04T14:00:00+00:00","article_modified_time":"2026-04-30T10:53:13+00:00","og_image":[{"width":2560,"height":1707,"url":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/name-style-scaled.jpg","type":"image\/jpeg"}],"author":"Thom Davies","twitter_card":"summary_large_image","twitter_creator":"@squadhelp","twitter_site":"@squadhelp","twitter_misc":{"Written by":"Thom Davies","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/#article","isPartOf":{"@id":"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/"},"author":{"name":"Thom Davies","@id":"https:\/\/www.atom.com\/radar\/#\/schema\/person\/70b4a3877033d9cf1c6bfbeb070504ae"},"headline":"Older Consumers Prefer Pragmatic: Naming Style Research for 2026","datePublished":"2026-05-04T14:00:00+00:00","dateModified":"2026-04-30T10:53:13+00:00","mainEntityOfPage":{"@id":"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/"},"wordCount":541,"publisher":{"@id":"https:\/\/www.atom.com\/radar\/#organization"},"image":{"@id":"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/#primaryimage"},"thumbnailUrl":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/name-style-scaled.jpg","articleSection":["Domains","Naming"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/","url":"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/","name":"AtomRadar Naming Older Consumers Prefer Pragmatic: Naming Style Research for 2026","isPartOf":{"@id":"https:\/\/www.atom.com\/radar\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/#primaryimage"},"image":{"@id":"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/#primaryimage"},"thumbnailUrl":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/name-style-scaled.jpg","datePublished":"2026-05-04T14:00:00+00:00","dateModified":"2026-04-30T10:53:13+00:00","breadcrumb":{"@id":"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/#primaryimage","url":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/name-style-scaled.jpg","contentUrl":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/name-style-scaled.jpg","width":2560,"height":1707},{"@type":"BreadcrumbList","@id":"https:\/\/www.atom.com\/radar\/naming-style-research-for-2026\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.atom.com\/radar\/"},{"@type":"ListItem","position":2,"name":"Older Consumers Prefer Pragmatic: Naming Style Research for 2026"}]},{"@type":"WebSite","@id":"https:\/\/www.atom.com\/radar\/#website","url":"https:\/\/www.atom.com\/radar\/","name":"Atom","description":"On-time Data for Your Branding Stories","publisher":{"@id":"https:\/\/www.atom.com\/radar\/#organization"},"alternateName":"Squadhelp","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.atom.com\/radar\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.atom.com\/radar\/#organization","name":"Atom","alternateName":"Squadhelp","url":"https:\/\/www.atom.com\/radar\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.atom.com\/radar\/#\/schema\/logo\/image\/","url":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/Untitled-design-59.webp","contentUrl":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/Untitled-design-59.webp","width":575,"height":170,"caption":"Atom"},"image":{"@id":"https:\/\/www.atom.com\/radar\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/atomdotcom","https:\/\/x.com\/squadhelp","https:\/\/www.instagram.com\/workwithatom\/","https:\/\/www.linkedin.com\/company\/atomdotcom\/","https:\/\/www.youtube.com\/@atomdotcom"]},{"@type":"Person","@id":"https:\/\/www.atom.com\/radar\/#\/schema\/person\/70b4a3877033d9cf1c6bfbeb070504ae","name":"Thom Davies","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.atom.com\/radar\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/d092b0ff03eeecebfdb4dddde4310065a59193fded043221dee1ec474d7cddbc?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/d092b0ff03eeecebfdb4dddde4310065a59193fded043221dee1ec474d7cddbc?s=96&d=mm&r=g","caption":"Thom Davies"},"description":"Thom Davies is a researcher at AtomRadar and content strategist for Atom.com. His background in quantitative and qualitative analysis is the foundation for data-led brand strategy.","url":"https:\/\/www.atom.com\/radar\/author\/tcgdavies\/"}]}},"_links":{"self":[{"href":"https:\/\/www.atom.com\/radar\/wp-json\/wp\/v2\/posts\/2049","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.atom.com\/radar\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.atom.com\/radar\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.atom.com\/radar\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.atom.com\/radar\/wp-json\/wp\/v2\/comments?post=2049"}],"version-history":[{"count":3,"href":"https:\/\/www.atom.com\/radar\/wp-json\/wp\/v2\/posts\/2049\/revisions"}],"predecessor-version":[{"id":2060,"href":"https:\/\/www.atom.com\/radar\/wp-json\/wp\/v2\/posts\/2049\/revisions\/2060"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.atom.com\/radar\/wp-json\/wp\/v2\/media\/2051"}],"wp:attachment":[{"href":"https:\/\/www.atom.com\/radar\/wp-json\/wp\/v2\/media?parent=2049"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.atom.com\/radar\/wp-json\/wp\/v2\/categories?post=2049"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.atom.com\/radar\/wp-json\/wp\/v2\/tags?post=2049"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}