Framing

Example

Visual. 

Provide a visual contrast or images to invoke ideas and interpretation. 

The images news outlets choose to support any news coverage will inform its interpretation. 

A more immediate example is the Ebbinghaus Illusion, which we’ve used to illustrate this model. It's a reminder that our visual judgment relies on context to determine size, just as our broader judgment relies on context to determine everything else.

Positive vs Negative. 

Pose the positive to gain more buy-in — what's the 'glass half full' story and message?

In the 'Asian disease problem', researchers Tversky and Kahneman described a fictional disease that was expected to kill 600 people. They offered a range of choices and found that people consistently chose the option where ‘200 lives were saved’ rather than ‘400 people died’. This was an example of what Kahneman called the Framing Effect, see In Practice for more on this.

Another common example is how adverts will tend to focus on what you'll save rather than what you'll spend. 

Values. 

Appeal to deeply held views and beliefs. 

Opposing climate change has less support with people who have conservative political beliefs, however, studies have shown Framing climate change around the conservative value of purity – focusing on the integrity of drinking water and skies — has had greater resonance with conservatives.

Metaphors. 

Leverage people's existing understanding and beliefs. 

In one study, researchers described crime as a ‘virus’ to one group and a ‘beast’ to another. The rest of the information was the same, the metaphor was the only difference. The group who were given the virus metaphor was more inclined to support social reform, and the group given the beast metaphor was more open to increased policing. 

Slogans. 

Use simple messaging to reframe complex situations.

Apple's 'Think Different' campaign famously framed them as an eclectic, creative choice for smart people. De Beers' slogan of 'A Diamond is Forever' helped them reframe an expensive purchase as something with eternal value. And L'Oreal's 'Because You're Worth It' took a similar approach, reframing their purchase as a vote for self-worth and self-care.

Contrast. 

Describe what something is not.

Adverts do this when they say, 'you'd expect to pay x amount for this offer, but we're only charging y.' You might also see this in pitches or proposals, with an outline of what the cost of doing nothing is, or the next best option to the one you're presenting. 

Social proof. 

Show which way the herd is heading.

Represent something in terms of how other similar people to your audience like it. For example, ‘most people in your situation will choose x’. Or simply marking something as ‘the popular choice’, including testimonials, or calling something ‘best selling’. This has links with Cialdini’s Six Principles of Persuasion and the EAST Framework. 

Spin. 

Change the way something is being interpreted. 

The unfortunate basis for political communication, spin involves actively reframing something. For example, the UK New Labour government reduced and reframed the 1990s coverage of their Foreign Secretary’s affair by releasing information that the previous Governor of Hong Kong was under investigation by MI6 — which was seen to be a 'bigger issue' than an affair. Other spin techniques include selectively presenting facts or going on the offensive and attacking something else.

Stories. 

Providing emotional connection.

Think about almost every breakthrough performer in 'Top Idol' competitions. They are more than their performance, they are their story — how they overcame tragedy, hardship, sickness, and adversity and the resulting message of hope encourages inspiration and support for them beyond their singing.

Setting. 

Consider the backdrop to define expectations.

In 2007 Joshua Bell, widely considered to be one of the world’s best violinists, put on a baseball cap and went busking near a Washington Metro station. More than 1,000 people passed him and only 7 stopped to listen. He made $52 (with $20 from one person). Seven years later he played at the same spot, which was announced beforehand, to a packed crowd. 

Another example is how people being held in pre-trial detention are more likely to accept a plea bargain when their case goes to trial because their Framing is jail rather than freedom.