Encouraging research to support the choice of ‘Boys and Girls’ as a name. Yes people, cognitive fluency is the psychology topic de jour. And “psychologists have determined, for example, that shares in companies with easy-to-pronounce names do indeed significantly outperform those with hard-to-pronounce names” .
More seriously, some interesting thoughts for those of us in any kind of communications suggesting that it is not always appropriate to surprise or disrupt the thoughts of our customers, in fact in certain situations they will unwittingly respond much more effectively to the familiar, the rhyme and the oft repeated (not sure how effective methods of research associating distinctivity, impact etc with success, will be if this thinking catches on).
http://www.boston.com/bostonglobe/ideas/articles/2010/01/31/easy__true/
By Margaret
