It is generic enough to easily allow product expansion. Make your name descriptive so that it advertises your products, or at least relates to your products or services. It does not matter whether the products are marketed in printed form, software, or even on the Internet. For example, we started a company that would build and sell computers in our local area. Complicated names are harder to remember.
Catchy names are easier.
Find happy medium. There are obvious benefits and drawbacks to this. It seems that in business almost everyone wants to stay anonymous, and therefore does not want to use the real name. At least in the case of home based mail order business. Once you decide on a name, you will want to check on its availability.