The Science Behind Why Certain Names Are More Memorable Than Others

Writers and poets have long understood that word choice carries more than just literal meaning. Words convey emotions and set tones that resonate with readers. While Shakespeare famously suggested that a rose would smell just as sweet under any name, new research challenges that idea, showing that the sounds of words can influence how memorable they are.

Previous studies indicate that positive emotions improve memory retention, but how this interacts with language has been less clear. Using invented words, researchers have shown that the perceived beauty of a words sound plays a key role in whether we remember it. In essence, words that are considered pleasant to hear are more likely to be retained and potentially last longer in language.

How Word Sounds Affect Memory

The study of the expressive qualities of sounds, known as phonaesthetics, examines why certain combinations of letters and phonemes feel aesthetically appealing. A classic demonstration of this idea is the Bouba-Kiki effect, which dates back nearly a century. In the experiment, people are shown a rounded shape and a jagged shape, then asked which is named "Bouba" and which "Kiki." Most participants link the rounded form with Bouba and the sharp form with Kiki, regardless of age or native language, indicating a universal association between sound and visual or tactile qualities.

Other experiments have shown that people can infer meanings of foreign words better than chance, suggesting that sounds carry inherent associations that influence comprehension and memory. For instance, participants can often guess the meanings of unfamiliar words in another language correctly about two-thirds of the time.

The Role of Sound in Word Memorability

In a recent study led by linguist Theresa Matzinger at the University of Vienna, researchers created made-up words such as "clisious," "smanious," and "drikious," varying in phonetic appeal based on prior rankings by linguist David Crystal. Native English speakers were asked to memorize these words and later rank their appeal.

Interestingly, the participants rankings did not fully match Crystals predictions. Words intended to be neutral were often rated as the most pleasant, yet those that were deemed most beautiful by participants were also the easiest to recall. Matzinger explained, The words that participants remembered best were also the ones they rated as most beautiful, even if they were not originally designed that way.

Implications for Language Evolution

The findings suggest that sound aesthetics influence both memorability and the longevity of words in language. While prior rankings considered existing words tied to meaning, these novel words were judged solely on sound. This indicates that the auditory appeal of a word can operate independently of its meaning, shaping which words survive across generations.

Matzinger noted, Certain sound patterns may persist in languages because they are pleasing, while others fade because they are less appealing. Whether beauty drives memory or memory influences perceived beauty remains an open question.

Author: Grace Ellison