Engaging, on-brand product names by The Petal Workshop let their customers know more about them at-a-glance.
Product names are the first description of your designs your customer will see besides the prices and pictures. The words you use to name your arrangements reveal your business’ brand or personality, tell customers things they can’t see in the picture, and help them filter their choices at a glance. Make sure you’re giving each design it’s best chance at success by considering the suggestions below:
You may be tempted to just write down the first thing that comes to mind when uploading your designs, but it’s important to give this part of the process some thought. Think about a system you want to use, the way you want customers to feel when they first come to your online store and any important information you need to impart right away.
Example: If you want shoppers to think of your brand as feminine, romantic, and classic, commit to something like naming your arrangements after Jane Austen characters. Make a list of all the characters in advance, so when you’re uploading in a hurry, you don’t have to think too much about it.
Train customers and give them a consistent experience throughout your catalog. If you decide to use local place names, use them every time. If you start with the principal flower type, try not to stray from that. Just like any other branding exercise, sticking with one plan is imperative. If it helps, come up with a formula to use when coming up with names.
Example: “English Garden Bowl in Light Colors” and “English Garden Basket in Bright Tones” (from Mark’s Garden) could have both been created with the formula NAME = [Style] [Vessel Type] in [Color Palette].
Keep it short
Don’t exceed 40 characters if you can help it. Use this tool to check your work if you need to. Keeping names short will keep the display looking great on mobile and desktop. Additionally, we highly recommend keeping names in title case (capitalizing each word other than articles). Use the same formatting every time to keep a clean, professional look.
Think from your customer’s perspective
What are your customers like? High-powered business people rushing to find a gift at the last minute, millennials buying desk arrangements for their new job, average Joes just looking for something to get their mom… etc. Write your names to speak to those people. Work humor in if you often joke around. If they’re just trying to find something nice and get out the (digital) door, keep it short, clear, and to the point.
If you don’t want to commit to a highly-creative naming scheme like the one above, stick with a more basic strategy. Consider the keywords your customer would use to search for that design.
Example: My Beverly Hills Florist captures a little extra SEO juice by keeping his descriptions literal and specific.
Product names should give a hint to what the design includes or is good for. If it’s a fall arrangement, include Autumn or Fall in the name. If it’s meant to be used on the table, put the word centerpiece in there. If you’re using Jane Austen character names, consider their personality. You don’t always have to be literal (although you can be), but help the customer understand what they’re getting.
Example: Le Printemps stays away from being too specific but lets their customer know what message this design will send to their recipient.