Image evaluation system based on the sound symbolism of brand names

More than a hundred thousand brands are registered every year in Japan. Therefore, creating effective brand names gets more and more difficult. Psychological experiments conducted by many leading studies of sound symbolism in brand names showed that making good use of sound symbolism in brand names could be very important. No study, however, has attempted to develop any system to use sound symbolic effects of brand names. So, in this article, we developed a system which evaluates the images evoked by brand names based on sound symbolism and supports creation of brand names. We confirmed that outputs of the system were consistent with the evaluation of the participants with an accuracy of 82%.