The article analyzes the repertoire of ergonymic nominations in the light of their linguocreative specificity. The associative content of ergonyms in the everyday consciousness of various groups of the urban population has been experimentally verified. The nature of interpretation of a verbal sign is considered as a speech-thinking “reflexive act” reflecting the value paradigm of a specific linguistic personality. As a material for conducting free and directed associative experiments, the names of public catering establishments and entertainment centers of Yekaterinburg are used. Linguocreative processes of creation and perception of ergonymic nominations are considered in the light of the ratio of the nominator’s intention and depth “reading” (interpretation) of the name by the addressee. Ergonyms based on the language game bear a special burden in this regard. A complex model of the analysis of ergonyms in the aspect of their impact on the addressee’s consciousness is presented (taking into account the nominative technique of creating an ergonym, as well as criteria for its rational and emotional evaluation by the addressee). The parameters of the creativity of the name that are relevant for the bearers of urban culture are highlighted: 1) originality, unusual, game component); 2) correspondence of the name to the purpose of the object; 3) modernity of the name; compliance with the tastes of the addressee (his/her language priorities); 4) graphic design of the name that supports its decoding.