Framing is a technique of using words, images, and context to present information in a way that influences the thoughts and decisions of users. Framing information in a positive light tends to get users to do something, while framing information in a negative light tends to prevent users from doing something.1 In fact, depending on the frame used, the exact same information can lead to opposite conclusions.2 To neutralize the effects of framing, both the positive and negative aspects should be mentioned so that users can use their own thought processes to make a decision.1
An example of negative framing. By associating alcohol with crime, poverty, and waste, this cartoon attempts to dissuade voters from opposing the prohibition of alcohol.1
An example of negative framing. By referring to the Kavanaugh hearings as disgusting and a ‘travesty,’ the author hopes to persuade members of Congress to put an end to them.3
An example of positive framing. By showing smiling dogs and encouraging users to ‘be kind,’ the community hopes to convince residents to pick up after their dogs.
1Lidwell, William, et al. Universal Principles of Design. Rockport, 2010.
2Whitenton, Kathryn. “Decision Frames: How Cognitive Biases Affect UX Practitioners.” Nielsen Norman Group, Nielsen Norman Group, 11 Dec. 2016, www.nngroup.com/articles/decision-framing-cognitive-bias-ux-pros/.
3Gingrich, Newt. “Newt Gingrich: Is There Even One Democrat Decent Enough or Disgusted Enough to End This Kavanaugh Travesty?” Fox News, FOX News Network, LLC, 28 Sept. 2018, www.foxnews.com/opinion/newt-gingrich-is-there-even-one-democrat-decent-enough-or-disgusted-enough-to-end-this-kavanaugh-travesty.
Joseph! I second what Gillian says – you’ve done a great job presenting the principle clearly and with diverse examples that highlight both positive and negative framing.
Another example I was thinking of the other day is how in politics people often frame large movements in a way that makes their viewpoint the natural choice. For example, “gun rights” vs. “gun control”. Both “rights” and “control” are used to connote positive feelings: virtue and safety, respectively.
I really enjoyed your explanation of this principle! It is something that I think we see a lot in the news today, as per your second example, but do not always consciously pick up on. I also appreciate how you not only address both positive and negative framing, but also describe how best to neutralize the effects. I think that this is something very important for us to keep in mind as designers so that we can take that extra step to try to be away of whether or not we are framing something, and if so, how our framing of it can affect those who are viewing or using it. Thank you for a clear and concise description and wonderful examples.