Читать книгу Non-Obvious 2018 Edition - Рохит Бхаргава - Страница 61

1 Is the name not widely used or already well understood?

2 Is it relatively simple to say out loud in conversation?

3 Does it make sense without too much additional explanation?

4 Could you imagine it as the title of a book?

5 Are you using words that are unique and not cliché?

6 Does it build upon a topic in an unexpected way?

So how did 2018’s trend names turn out? The full list is outlined in Part II and the backlist of trend names is included in the Appendix, but here are a few of my favorite trend names from previous reports along with a little of the backstory behind the development and selection of each one:

 Virtual Empathy (2016 + 2018). During a time when virtual reality was a hot topic, the underlying theme behind VR was how it managed to amplify a sense of empathy in anyone who used it. As a result, I paired the term “virtual” with “empathy” instead to create a new way of thinking about the powerful effects of Virtual Reality. In this year’s report (Chapter 12), the Virtual Empathy trend is revisited within a new, broader context, but the name still works.

 Experimedia (2015). The name for this trend came together quite quickly after finding several articles all talking about how social experiments were creating a new category of media stories. Putting “experiment” together with “media” works because the prefix of “experiment” remains unchanged, and a new ending creates a word that engages people’s curiosity while still being clear enough that you could guess the meaning.

 Obsessive Productivity (2014). As the life-hacking movement generated more and more stories of how to make every moment more productive, I started to feel that these tools and advice about helping each of us optimize every moment were bordering on an obsession. The naming of this trend was easy, but to me it worked because it combined a word most people associate as negative (“obsessive”) with one that is usually discussed as a positive (“productivity”). I used the same principle to name “Fierce Femininity” in 2017.

While there are many ways inspiration can strike as you name your own ideas, the following tips and tricks share a few of the techniques that I tend to use most often in naming and branding the trends in my reports.