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.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Results

Those presented with a positive frame rated the beef as higher quality than those presented with a negative one. 

np_read_2490885_000000

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 same core information can be dramatically reframed through words, numbers and imagery to greatly influence decision-making.

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. 

np_read_2490885_000000

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

Running workshops?

Framing

is included in Box One of our physical workshop tool.
is included in Box Two of our physical workshop tool.
Box One