1, the editors are most trouble
In the past two days, the movie "Wolf 2" has been fired. The quality of the "War Wolf" is of course excellent. This is the basis for his eloquent, but the name of the wolf is short and powerful, and neutral play has also played a big role.
If the war wolf is renamed "The Red Legend of Africa", it is believed that the ability of pedestrians to invade the movie theater will be greatly reduced.
Unfortunately, many of our domestic movies just like the name of the two-stage long word that the egg hurts to a certain level. Most of them are not ideal at the final box office.
"Names are not correct," and the naming of electronic products also needs to meet the psychological expectations of the target group. Otherwise, it is self-inflicted.
As the most common and most stable electronic product representative in life, PC products should be more concerned with this element.
Today we talk about the basic logic behind the naming of PC products.
In the era of technology, there was a "good name and bad name" test site
Manufacturers' naming products have certain similarities with their parents' names for newborns. Most of them have been pinned on good expectations. The difference is that products are used for trading, and the acceptance of the audience should be taken into consideration.
Is it a symbol or a letter? Is it Chinese or English? For different regions and cultural markets, the trade-offs are very different.
Here, we clarify the scope of this article. PC products cover all notebooks, desktops, and all-in-ones.
PC naming mainly refers to the "nickname" or "common name" used by the manufacturer in sales, rather than a serious internal product number. In PC components, we don't have much to refer to.
↑↑↑ This article is about the name, common name, and not the same model as the i9 7920X.
For example, Lenovo 1+1 Tianhe 600 (the first PC I used) is within the scope of this article. For example, the Inspiron 5675, the official name of the Dell Inspiron Max game, is beyond the scope of this article.
In addition, this site is a Chinese science and technology media, and the discussion issue is only preset in the Chinese language context. If there is a difference between the name and the inside of the product line, the Chinese language shall prevail—Associate Saver and LEGION, we only consider the former.
In fact, as the editor who emphasized more emphasis on PC machine evaluation, the biggest headache in the work of the author and colleagues has never been a very specific technical issue, but the “super long name†of the vendor’s super tenacity often puts back editors. The title box bursts.
Long names or overly different names have crowded too many title resources, and it is difficult to summarize the most important and most essential features of products, which is the most troublesome issue for editors.
The addition of branding and specific product lines to the words “Special Custom Edition of the Sea King†is definitely a nightmare for the dissemination of copywriters. Regardless of the length, we will start with a few questions about the "name" problem.
2. It's irritating
In various product nomenclatures, a simple name can generally be condensed by means of “straightening and straightening†and “taking the essenceâ€. However, the combination of core words and foreign languages ​​is difficult to balance its negative impact in the evaluation articles.
There are more and more English words in the name of PC products, and some board notebooks use relatively unsophisticated English words as they do for decades.
The suffix “Delxue†and “Pro†is already familiar to users. In recent years, more and more manufacturers use light words such as “Max†and “Air†to imitate mobile products that have been iterative for several months. Alas, it is not stable enough and it is also confusing.
Knowing the user's judgment on Chinese and English inclusions
Especially when the English words still collide with the monosyllable Chinese phrases that are very inconsistent with Pingyi, it can be called a tragedy.
As mentioned above, "The more Ling Max game war game host", the author is more optimistic about its product configuration, once mentioned to many friends who want to save trouble do not want to install, without exception, was bitter "spray" back. "Which of the cottages did?" "What's the name of this egg?" "You straightened my tongue and read it again to me!" The answers from all kinds of "friends" rushed in and made the author as big as a fight.
We are not saying that all Chinese and English mixed names are pretentious or disrespectful to users. For example, “Travel Speed†has something to do with it. At least, the product can produce a certain mix of mashups, and not everyone is disgusted with it. A series of complex, disruptive rhythms of Chinese and English mix and match still do not seem to grade.
“Yangyao†English has always been a negative cultural phenomenon engendered by the complex social environment of the semi-colonial society. To this day, in the 21st century China, where the national mentality of the great powers has risen, has been established by a few simple suffixes. It is not wise to rely on the goodwill of all citizens who have become increasingly self-confident.
We can also see that we can also see that many of the phrase phrases that are a bit better than Yang Zichao are not too strong in their expressions - "Xiaoxin Air Pro" is not as good as it sounds, "savior", "blade" and "7000". The three morphemes that want to work together to think of one another are going to spend a lot of time and are equally burdensome.
When the DIY market used to be relatively prosperous, the domestic foundry factory once had some names that were rather "fun".
The author once purchased the "Geforce 9800GT Zhou Yu Edition" which had been purchased and produced. This kind of name related to traditional culture is actually better than those of these recent climbers, but it is also easy for young people to play.
The particularly serious question is: Is the "Yu Zhou Yu Edition" better positioned than the "Guan Yu Edition"? Fans who don't have in-depth knowledge are also difficult to judge intuitively, and are prone to confusion.
↑↑↑ Some personalities are actually quite cute
Of course, if the name of the product is to be nice, it is not all that the “tribes†that are too bizarre are avoided. The overly traditional “Tianyi†sounds like a literary genius. It also has a great distance from the ordinary audience.
If you want to refer to the more normal and nice names, those short words with positive meanings but not common sense are more suitable for the Chinese context. “Zhaoyang†and “Ling Yue†itself are very pleasant if they do not have fancy suffixes. .
If you must use English, you should be moderately simplistic and slightly away from ordinary people (not too light, not too complicated), and syllables with fewer syllables will be easier to accept - "ENVY" and "Omen" are very Popular with consumers.
3. Excellent and difficult system problems
In the reformed Chinese society, regardless of whether men, women and children are up or down, how to change the surrounding environment, one of the most frequently mentioned terms is the "system problem."
"Institutional issues" is a box where everything can be loaded. For PC makers, this box isn't a big deal for them.
“There are rivers and lakes where people are,†and the product strategies of different product lines within big companies are not exactly the same, and they place very high demands on their internal resources and direction.
This kind of requirement is not that every big company can guarantee that it can satisfy itself all the time. Because of the constraints of personnel deployment, factory communication, and interference from the market department, we often find that some people do not touch it. Mind product naming strategy.
↑↑↑ ideapad 700S (This product is only named in English, no Chinese name)
In the winter of 2015, the ZOL notebook channel once received Lenovo's first-generation ideapad 700S notebook (the product is only named in English and has no Chinese name). This product is noble and cool and very light and thin, which makes many editing colleagues like it very much.
Just a few days later Lenovo sent the second-generation ideapad 710S. This second-generation product is not related to the first generation. Whether it is configuration or design style, it is like coming from Argentina. One end).
↑↑↑ ideapad 710S (The product is only named in English, there is no Chinese name)
What is even more paradoxical is that after another shortly afterwards, this model was dubbed the Xiaoxin Air product line and transformed into the small new Air 13.
If the ideapad 700 series is going to focus on the thin and light Core m long-range, why not one quarter has become a particularly close to the people, the configuration is even higher Core i5 series ideapad 710S?
If the civic, mellow, and simple ideadpad 710S is such an aesthetic style, what kind of design would it take to change his name into the new series? - The original mold of the new series is not consistent with the style of this product.
↑↑↑ Little New Air 13
Of course, if we find relevant decision makers, they may tell us that this is a marketing channel issue, a design issue, and there can be a lot of reliable explanations, all revealing the hardships behind.
It's just that consumers are not able to control the face of these changing product line naming collections.
In addition, some brand manufacturers especially like to include “excellent editionâ€, “elite editionâ€, “combat versionâ€, etc. in their products to express high-level vocabulary, and invite the promotion design behind the promotional materials of the products. What high-level designer is the core embodiment of the company's value is even the annual "bomb-level" product.
This kind of naming and propaganda ideas of “excellent excellence†and “ingenious†is actually the most irresistible contempt for consumers. What do you do for me? Fear is not more bragging, the more guilty.
4, Secondary 2 Junior Secondary Product
Essentially speaking, product naming is a leading symbol of product segmentation target population, just like “Sansheng III Shili Peach Blossomâ€, which has just been closed by the cinema at the box office. The name and announcement are all aimed at Xian Xia. .
In a specific context, what kind of viewers have what kind of movie this proposition can be established.
Similarly, what kinds of users have what kind of product is also easy to appear in the development stage of certain product industries.
There are "300 million mouse gunfighting dreams" hanging on the Internet every day, that "golden AK"-related derivatives flooded the peripheral market can understand.
↑↑↑Some products sound like a child when they are about to meet the BOSS
In the game PC field, this "cool mad tyrant" style really does satisfy the psychological demands of a considerable number of game enthusiasts over the past decade to a large extent.
Many names that seemed completely unreasonable in the past are still sharing the resources and popularity that game enthusiasts have accumulated from Western and Eastern games over the past decade. This is how the name of the Shadow Elves and Shadow Elves was born.
æ¸¸æˆ Game users need to grow in growing game PC products
But the industry will grow and users will be the same. Today, personal computers are very instrumental and very social products. At that time, those PC players who were all the rage have now mostly been "upgraded" into the backbone of society.
A new generation of PC game enthusiasts will still need strange, angular game cabinets, gaming notebooks, coupled with a "hero" "dynasty" such a word code it?
So, when the author discovered that the second decade of the 20th century would soon be struck, there were still a large number of mainframes floating in the names of “King Blood†and “Deep Sea Titan Gold Armor†which were filled with hormonal names. When evaluating the background, I often feel very embarrassed and have a feeling of passing through.
5, take it for granted that the product is named taboo
Tracing the source, the main design purpose of the product's popular name is the following:
One: At first glance to catch the eye, there is concern to survive
II: To meet the social background mentality of the target group, to form differentiation and identification
Three: It is concise and clear, does not cause additional misunderstandings by other groups, does not cause troubles, and at the same time avoids the lengthy and incomprehensible deficiencies of the internal numbering system.
Of these three, the first two are the traction demands for propaganda, and the last one is to ensure that there are no unexpected protection needs.
In theory, people's execution plans usually seek better results on the premise that no serious mistakes can be guaranteed. If the implementation of the last article is not guaranteed, the first two are no good.
However, after many years of editorial career, the authors found that manufacturers have different understanding of the three standards.
In the communication practice with manufacturers, the editors found that the more cutting-edge brands, the more they like to place their own “bawbuster†hope on the unconventional name, while the historical heritage companies usually pay more attention to the feelings of existing user groups and rarely take Too aggressive and exaggerated words.
Similarly, the difference between the different product lines within the big brands is also obvious.
After decades of classic product series, even if there has been a huge change in configuration, function, and form, it is not too dare to create a name in terms of naming. Instead, it faces the new development of so-called “fashionistas†and “game ownersâ€. The product model is more likely to get the title of "killer".
This gradient difference has actually caused people a misconception - the longer the name, the more "LOW" the product. Many friends around have repeatedly reflected this issue to the landlord.
The more he likes to dodge products with different conventional elements, the more his designer is taken for granted and the quality of the product is no guarantee.
This reverse differentiation has been quite effective in the consumer groups. Product manufacturers do not know themselves, and they continue to pile up novel elements to “innovate,†which in fact illustrates a very obvious problem. The designer himself is not the target of the product. group.
The ancient poetry, “All over the world, not the sericulture people,†was often used to analyze class contradictions. In fact, it reflects the nature of the social division of labor. In fact, this poem can also reflect the shortcomings of the social division of labor - manufacturers are too self-righteous.
Nowadays is a personalized era, which poses higher challenges and requirements for PC manufacturers. Before each product is named, the designer should think well. The product name is the largest common denominator that wants to take the social consumer group. Take the popular route, or the sword goes to meet the niche crowd.
If it is the former, then please put away unnecessary associations and innovations and respect the mainstream values. If the latter is the case, then please investigate the niche preferences of the niche crowds, and aim at avoiding excessive disgust from non-target groups while aiming to avoid Take it for granted.
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