What You Say Matters, So Does How You Say It

User behavior drives the success of online platforms, apps, and websites. The practice of "framing" information holds the key to influencing behavior in a positive and meaningful way. In this blog post, we'll explore the importance of framing information and its impact on behavior.

Understanding the Concept of Framing:

Framing is the strategic presentation of information in a manner that influences how people perceive, interpret, and respond to it. Framing involves carefully crafting the context surrounding the information to guide users towards desired actions or decisions. The way information is framed can evoke emotional responses, shape opinions, and ultimately, lead people to make specific choices. Framing is a powerful psychological tool. We need to keep in mind ethical considerations when framing information. We should never purposely deceive people or frame information in a way that doesn’t provide users with key information that might impact their decisions.

Engaging Emotions through Positive Framing:

Positive framing focuses on highlighting the benefits and rewards of certain actions. It appeals to users' emotions by emphasizing positive outcomes and can inspire them to take desired steps. For instance, a fitness app may frame its messaging as "Achieve Your Best Self" instead of "Lose Weight," which can generate a sense of empowerment and motivation.

The Power of Social Proof and Normative Framing:

Humans are social creatures, and we often look to others for cues on how to behave. Normative framing leverages social proof by presenting information in a way that suggests what is "normal" or "common" behavior among peers. Phrases like "Join Over 1 Million Users Who Care About the Planet" can create a sense of belonging and encourage people to adopt the behavior of others.

Influencing Decision-Making with Loss Aversion Framing:

Loss aversion is a cognitive bias that makes people fear losing something more than they value gaining something. By employing loss aversion framing, designers can emphasize what people stand to lose by not taking action. For example, an AgTech application hoping to convince users to try their soil monitoring technology might frame a message with “Don’t miss out on higher yields, try our app before planting season.”

Empowering Users with Transparent Framing:

Transparency is crucial in fostering trust between users, your company, and digital platforms. Framing information transparently ensures that people have all the relevant details needed to make informed decisions. By providing clear and unbiased information, your product can empower users to take actions that align with their preferences and values. An example of this might be a home energy app that shows the tradeoffs between two decisions, the amount of energy spent when the temperature is set at one point versus another point. The user can then choose a setting that might mean reduced comfort (e.g. cooler in the winter) but see they are reducing energy consumption. Or, if the user chooses a less energy efficient setting, you have at least provided them with the information to make a decision with known consequences.

Reducing Decision Fatigue through Simplified Framing:

The modern digital landscape bombards users with nearly endless choices and an equally overwhelming amount of information. Simplified framing streamlines the presentation of information, reduces decision fatigue and makes it easier for users to navigate through options. Limiting the number of choices can lead to more confident decisions and increases in satisfaction. You might simplify information through effective data visualizations in the form of charts and graphics, or present users with next best actions based on understanding their goals and preferences. Complex data analysis may generate value for users, but the interaction between them and the data can be designed with simplified framing to support their desired outcomes. 

Promoting Responsible Behavior with Nudge Theory:

Nudge theory is a concept in behavioral economics that suggests indirect, subtle, and positive reinforcement can influence decision-making. Designers can use this theory to frame information in a way that encourages responsible behavior. For instance, a banking app might nudge users to save more by displaying a progress bar indicating their movement toward a savings goal. An enterprise level platform meant for encouraging the electrification of a large vehicle fleet might display the percentage of the fleet currently electrified and provide small rewards for moving towards milestones for greater fleet electrification.

Case Study: SunPower

SunPower, a solar technology company, utilizes many types of framing in its web-based marketing and communications to highlight the superior efficiency and reliability of its solar panels.

One of the key aspects of SunPower's positive framing strategy is the focus on high-quality and efficient solar panels. The company promotes its panels as being among the most efficient in the industry, capable of producing more energy from the same amount of sunlight compared to standard panels. Messages like "Maximize Solar Power Generation with SunPower" and "Get More Energy with Less Roof Space" appeal to users who want to make the most out of their solar investment and also hit on loss aversion by making potential customers aware they won’t lose out on the opportunity to use solar because they have a small roof.

SunPower utilizes transparency when it emphasizes its commitment to sustainability and environmental responsibility. The company's messaging often revolves around phrases such as "Clean Energy for a Greener Future" and "Reduce Your Carbon Footprint with Solar." By framing its products as a way for users to contribute to a cleaner planet, SunPower engages environmentally conscious consumers who seek to make a positive impact through their choices.

Conclusion:

Framing information is a powerful tool that product teams can use to impact user behavior positively. By understanding the psychology behind how people perceive and respond to information, we can craft experiences that motivate users to take desired actions. Positive framing, social proof, loss aversion, transparency, and other framing techniques can be strategically employed to shape user behavior and create more engaging and effective digital experiences.

As a founder or member of a product team, we have a responsibility to use framing ethically and responsibly, always keeping the user's best interests in mind. Ultimately, by mastering the art of framing, we can design digital products that not only fulfill users' needs but also inspire and enable them to achieve their goals.

Allelo believes in the positive impact of appropriately framed information and experiences. We’d love to partner with companies doing good in the world to help increase awareness and use of your product. Please click on the Work With Us button above to have a chat with us. 

Well framed information can be the bridge that brings people to your product. Photo credit: Nicole Dery