Framing
We make very different decisions based on how a fact is presented
The same core information can be dramatically reframed through words, numbers and imagery to greatly influence decision-making.
Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211, 453–458.
The study
Setup
96 people were told they’d be given some ground beef to taste, with half told it’d be “25% fat” (negative frame) and half told it’d be “75% lean” (positive frame). They were then asked to rate the quality of the beef out of 7.
Results
Those presented with a positive frame rated the beef as higher quality than those presented with a negative one.
In detail
Key Takeaways
Create a frame using context, words or imagery to help others to see things according to your needs. Wildly different perceptions are made possible by reframing the same evidence.
Reframe statistics as factually-accurate positives against competitors. Facts are dramatically reinterpreted when set amongst different data.
• Create a fear of missing out. We’re more likely to take up a special offer when the marketing message is framed as a potential loss than a gain (Gamliel and Herstein, 2012).
Framing
We make very different decisions based on how a fact is presented
The same core information can be dramatically reframed through words, numbers and imagery to greatly influence decision-making.
Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211, 453–458.
The study
Setup
96 people were told they’d be given some ground beef to taste, with half told it’d be “25% fat” (negative frame) and half told it’d be “75% lean” (positive frame). They were then asked to rate the quality of the beef out of 7.
Results
Those presented with a positive frame rated the beef as higher quality than those presented with a negative one.
Key Takeaways
Create a frame using context, words or imagery to help others to see things according to your needs. Wildly different perceptions are made possible by reframing the same evidence.
Reframe statistics as factually-accurate positives against competitors. Facts are dramatically reinterpreted when set amongst different data.
• Create a fear of missing out. We’re more likely to take up a special offer when the marketing message is framed as a potential loss than a gain (Gamliel and Herstein, 2012).
Framing
We make very different decisions based on how a fact is presented
The study
Setup
96 people were told they’d be given some ground beef to taste, with half told it’d be “25% fat” (negative frame) and half told it’d be “75% lean” (positive frame). They were then asked to rate the quality of the beef out of 7.
Results
Those presented with a positive frame rated the beef as higher quality than those presented with a negative one.
In detail
Pairings
Reframe bad past investments as a stage to loosen attachment to them
We'll be more willing to let go of our past efforts when the scenario is reframed to make us feel better.
How can you reframe peoples' past efforts not as wasted but as a necessary part of the creative process?
Going further, what work or learning can be salvaged from the efforts?
As former Apple Designer Jonny Ive once said, the learning from the process can be more valuable than the output itself.
Connected to
Upgrade to get all the
Latest Insights
Bite-size data and learnings across 30+ quarterly Behavioural research journals
Practical Takeaways
Concise, real-world examples and ideas you can apply to your projects
Pairings + Cheat Sheets
Unique combinations that solve problems with compounding effect
Running workshops?
Framing
