Getting the name right..

...No faux pas in any language

A big part of Mr Alger’s job is res­earch into sound symbolism – the notion that sounds signal different types of meaning. He cites Swiffer, the Procter & Gamble mop, which Lexicon named. “Swiffer has a ‘sw’ cluster. All different words like swipe, swift, signal a smooth meaning. The research helps us determine what sounds work with different brands.”