🖼 Framing:
We make very different decisions based on how a fact is presented
People are influenced by how information (or options) are presented.
This is true both individually (i.e., how this specific option is worded), and collectively (i.e., the range of available options).
The same facts (or options) presented in two different ways, will often lead to different outcomes.
Associating words, concepts and ideas happens all the time, subconsciously.
For example, imagine that you're sat on a beach right now, and you've been asked to find the one word that is associated to these:
POOL, SHOES, LESSONS
You'd be more likely to think of:
Swimming race, swimming shoes, swimming lessons.
Than you would a non-beach related word, such as:
Driving race, driving shoes, driving lessons.
This is because the context of being at the beach is influencing how you perceive the world.
Associative Priming
People associate words to emotions—for better and worse.
For example, imagine that there are two internet services available to you. One has capped speeds, and the other does not.
You'd find that people associated more negativity towards "slow speeds", and so if you wanted more users to opt for that package, you might relabel it as a "data saver".
i.e., the value is framed by the emotion conveyed in the content.
.✅ Purchases
Framing will influence which products and tiers people opt for.
✅ Complexity & understanding
You can utilize framing to help add context to a situation.
e.g., "how many wheels do you want on your hovercraft?" would be much easier to answer, if you had the context that a hovercraft needs a pair of wheels to take off and land.
✅Perception & value
Framing directly effects people's perception of value.