K: A Visual Strategy
The Power of a K-nock Out Letter
Did you know?
The letter ‘k’ is the fourth least-used letter in the English language, with words tending to begin with the letter ‘c’ instead of ‘k.’ Cool, craft, crispy cream, and clean. So at the turn of the century, brands capitalised on ‘k’s rarity by incorporating it into their company names to katch your attention: Kool-Aid, Kraft, Krispy Kreme, and Kleenex.
The ‘k’ is what makes it so memorable. Going deeper, ‘the way a brand name sounds plants certain expectations for the product in our minds.’ Research shows that brand names that start with plosives (k, b, d, p, t) enhance brand recall, recognition and awareness. The letter ‘k,’ due to its jagged structure and sharp plosive sound implicates sharpness and, as previously mentioned, promotes brand memorability. This theory is called sound symbolism (you can read our post ‘Bouba’ for more info).
Now, the ‘k’ effect is not so prominent, with brands flaunting their ‘c’ for a softer and sophisticated approach to conveying their brand such as Cushelle, Crocs, and Coach.
Q. What other letters in the alphabet have the same impact?
