Every feature, page, and label is a brand touchpoint. A person meeting a feature for the first time should know exactly what it does.
The normative rule is CNT-2; this page is its human-facing guidance.
Do: plain language your users already know · name by function, not metaphor · specific and descriptive · test names with real users.
Don't: portmanteau words · technical jargon or acronyms · cleverness over clarity · internal codenames in UI.
| Good | Bad | Why |
|---|---|---|
| Task Planner | SyncFlow | Instantly clear vs. requires explanation |
| Customer Notes | InsightHub | Obvious purpose vs. ambiguous and corporate |
Keep nouns consistent: introduce as few unique terms as possible, and never call the same thing two names in different modules (Invisible Seams).