The title is the first thing an editor or reader sees and it has to capture attention.
Whenever possible make sure your title intrigues or, if an article or nonfiction, sets out possible benefits (eg the ever-effective How to … or 7 Ways to …) So important is a good title, I have written about it at great length in Achieve More Acceptances.
In the meantime, here are the thoughts of some well-known authors on titles:
The Ancient Mariner would not have taken so well if it had been called The Old Sailor.
I make a list of titles after I’ve finished the story or the book – sometimes as many as a hundred. Then I start eliminating them, sometimes all of them.
A good title is the title of a successful book.
With every piece of writing you do, it really will reward you well to give careful thought to the title. A good title will help sell your work.