The Pocket Universal Principles of Design

056 Framing

A method of presenting choices in specific ways to influence decision making and judgment.

• Framing is the structuring of words and images to influence how people think and feel about something, typically to influence a decision or judgment.

• For example, a frozen yogurt that is advertised to be “95% fat-free” elicits a positive emotional response, whereas a frozen yogurt advertised to be “5% fat” elicits a negative emotional response, even though the two statements are logically equivalent.

• Frames that emphasize benefits are most effective for audiences focused on aspiration and pleasure seeking. Frames that emphasize losses are most effective for audiences focused on security and pain avoidance.

• Consider framing to influence ...