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The Power of Names
According to research from the University of Illinois at Urbana-Champaign, descriptive menu labels raised sales by 27 per cent in restaurants, compared to food items without descriptors.
Rory Sutherland • Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
To name is to create a frame by separating the ‘thing’ from the rest of the world around it. It is by means of these frames that all thought takes place and models of reality are constructed in our minds. These models of reality afford us the opportunity to interact with our world.