Why short can help
Brevity reduces typing effort and can make a name feel cleaner in logos, ads, packaging, and spoken referrals. Short dictionary words and strong abbreviations can also be scarce, which is why many appear in premium markets.
Where short fails
A short name that is ambiguous, difficult to pronounce, or visually confusing creates friction. Meaning and memorability should win over character count.
Use the spoken test
Tell someone the domain without spelling it. If they can repeat and type it correctly, the name is doing useful work.