Abstract: This paper explored the determinants of picture-naming latency. Using a picture naming task and 5-point scale assessment method, we measured name agreement, familiarity, image agreement, visual complexity and word length of 311 pictures. Correlation analyses indicated that concept agreement, familiarity, image agreement and word frequency were the major determinants of picture-naming latency. Stepwise multiple regressions were carried out on the picture-naming latency. The R square of regression equation was 55.5%. On the basis of the naming latency, the pictures were divided into quintiles. These measures will prove valuable information in future studies of picture naming and other cognitive processes

Key words: value, concept agreement, name agreement, picture naming