# About attribute display names

Display names provide user-friendly names for attributes on your data records.

Display names are names for the properties and dimensions of your data records that are expressed in an easy-to-understand way. Once defined, display names appear in various components, such as the Guided Navigation, Results Table, and Record Details components.

Defining display names is useful because they provide an easy way for the end users to navigate data records. For example, users can refine their search results, or understand and analyze results of analytics statements by selecting display names for different properties on the data records.

Keep in mind that changing an attribute's display name does not change the attribute's name as tagged on the data record. Tagged attribute names on records are in an NCName format, while display names can include non-NCName characters such as spaces and colons. For example, the tagged attribute name on the record will be "WineType" while the display name can be "Wine Type".