The most loved words in the UK revealed

From heartworm, aka a relationship or friendship that you can’t get out of your head, to hygge, which describes a mood of cosiness and feelings of wellness and contentment; the English language certainly has some weird and wonderful words that we really don’t use enough of – and others that you might not have ever even heard of. But which words exactly do Brits find most fascinating?

To find out, we ran a survey revealing the most loved words in the UK. So, carry on reading and see if any of them are part of your everyday vocabulary, or maybe you’ll learn a new word or two.

Here are the top 15 most beloved words in the UK:

Word % of Brits that love the word
Cuddle – Hold close in one’s arms as a way of showing love or affection. 77.1%
Picturesque – Visually attractive especially in a quaint or pretty style. 76.9%
Aurora – The dawn in the early morning. 74.9%
Serendipity – The chance occurrence of events in a beneficial way. 72.1%
Kerfuffle – A commotion of fuss, especially one caused by conflicting views. 70.7%
Idyllic – Extremely happy, peaceful, or picturesque. 69.1%
Lullaby – A soothing melody to get your child to sleep. 67.1%
Iridescent – Producing a display of rainbowlike colours. 66.9%
Epiphany – A moment of sudden revelation. 66.1%
Luminescence – Light produced by chemical electrical or physiological means. 65.4%
Jovial – Cheerful and friendly. 63.7%
Nook – A corner or recess, especially one offering seclusion or security. 62.5%
Oblivion – The state of being unaware of what is happening around you. 62.0%
Effervescence – Bubbles in a liquid. 61.9%
Incandescence – Light produced by high temperatures. 59.3%


1. Cuddle

Taking the top spot as the most loved word by Brits is ‘cuddle’ (77.1%), which perhaps isn’t that surprising given that it means holding close in one’s arms as a way of showing love or affection.

Our research also discovered that this particular word is most loved by those from the West Midlands, Northern Ireland, Wales, and Scotland. Clearly, there are lots of cuddles going on in these areas.

2. Picturesque

Used to describe something that is visually attractive, such as a beautiful landscape or streets, ‘picturesque’ is the second most loved word in the UK (76.9%).

Interestingly, picturesque is the top word loved by those in the South East, North East, and East of England, as well as the East Midlands. So, if you’re looking for scenic views, you might want to look into these areas.

3. Aurora

Not used nearly often enough is ‘aurora’ in third (74.9%)! So, the next time you see a beautiful skyline before sunrise, you’ll have a lovely word to describe it. Given that this is the most popular word in South West England and London, perhaps the early morning views there are particularly stunning.

4. Serendipity

Not only is ‘serendipity’ one of the most loved words in the UK (72.1%), but it’s pretty fun to say. Think about it, can you really say serendipity in an angry tone?

Its meaning is equally as positive, basically referring to having unexpected good luck. Being the top word for those from North West England, maybe they’re a bunch of serendipitists.

5. Kerfuffle

While it might not be the most positive word on our list, a kerfuffle is a rather delicate and polite way to refer to a commotion. This might be why 70.7% of Brits put it down as one of their most loved words, and it’s actually the most loved by those from Yorkshire.

Now that you know all these fancy new words, you can put them into practice next time you’re writing in one of our cards. Our range of Send a Smile cards are the perfect opportunity for this, and will make your cheery message sound extra special.


*Survey of 1,500 respondents was undertaken by thortful in September 2022 by 3Gem.