(pronounced A-seh-nen(t)s)

Despite its spelling starting out as a term for one’s backside, this is an elegant, intelligent word. Assonance has to do with the sound of language, specifically the similarity of sound in syllables or words. It could refer to a fairly close juxtaposition of similar sounds or the recurrence of vowels without that of consonants used as an alternative to rhyme in poems, such as in cute and soup.

EXAMPLE: PLiNTH & CHiNTZ’s founder chose the peculiar name not only because the words referred to architectural and decorative terms, but also because its assonance made it fun to say and easy to remember.