# Naming

> A name that requires explanation has already failed.

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](/standards/catalog/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).