What is Framing?

Framing is a communication technique that involves presenting information within a specific context to influence how the receiver perceives and understands the message. The focus, words, and visual design used in the presentation can significantly shape how people interpret an idea or make decisions.

The concept of framing originates from cognitive psychology and decision theory, developed by Amos Tversky and Daniel Kahneman in their research on how people respond differently to the same problem depending on how it is presented.

A classic example is how media report health statistics. Saying a treatment has a "90% success rate" generates a more positive perception than stating it has a "10% failure rate," even though both messages convey the same information. In UX, a button can be framed with phrases like "Start now and save!" to create a sense of urgency and benefit.

Framing has numerous applications, from enhancing marketing strategies to optimizing user interfaces. In advertising, products can be presented by highlighting benefits for the consumer, while in UX, it is used to emphasize key features or guide users toward specific actions.