Trademarks are a consumer protection mechanism, ensuring that customers don’t mistakenly acquire an item because it bore a confusingly similar mark to another product. This is a twist on the other IP forms, which benefit the items’ creators.
Midterms are fast approaching, and all the candidates have at least one thing in common: they have names, many you haven’t seen before. Can the branch of linguistics that deals with names, onomastics, help us predict election results? That is, do some candidates have advantages simply because of their name? Election research in California, North Dakota, Ohio, […]
Don Norman, design legend and author of The Design of Everyday Things, invited me to speak at UC San Diego Design Lab about how to name innovations. My talk focused on how to create descriptors for innovative products—the part of a name that conveys a product’s category. “Smartphone” and “universal remote” are examples of descriptors. […]