The name of your application should be easy to read by users, Short Name must not exceed 16 characters, and should be relevant to your website name to remember easily.

This name will appear on the users device home screen, just below the application icon.

Short Name is used on the user's home screen, launcher, or other places where space may be limited.

Short Name must be less than 16 characters for a better look.

You can set up at plugin Naming section 

Name - Short Name and Description.