The way information is presented affects how users make decisions.

<aside> ℹ️ The framing effect is when people decide based on how options are presented, either positively or negatively. Positively framed choices often make people avoid risks, while negative framing pushes them to avoid losses. This bias appears in studies where options are described in terms of gains or losses, even if they're essentially the same.

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Isreali psychologists Amos Tversky and Daniel Kahnemann were the first to systematically study and prove the framing effect’s influence on our decision-making. Their 1979 study established the aforementioned “Prospect Theory” and two years later, they turned to a more exclusive focus on framing effects in *The Framing of Decisions and the Psychology of Choice.*

Prospect theory says losses matter more than gains, certain gains are preferred over uncertain ones, and probable losses are chosen over definite losses. One issue with framing effects is that options are often shown in only one frame, leaving out the other perspective.

This concept is crucial for understanding how social movements and political opinions are shaped, especially in polls where the way questions are framed can influence responses. It's even led to doubts about the credibility of political polls. However, providing plenty of reliable information can reduce or even remove this effect.

In UX design, the framing effect refers to how presenting information or options can significantly impact user decisions and perceptions. It's about how you frame choices, features, or content in your design that can influence how users perceive and interact with your product.

1. Language and Messaging: How you phrase information, descriptions, or instructions can influence user decisions. For instance, presenting a feature as "secure" versus "not easily compromised" can have different impacts on user trust.
2. Visual Presentation: The way you visually highlight or emphasize certain elements can frame user perceptions. Designers often use size, color, or placement to draw attention to specific options or features, influencing user choices.
3. Choice Architecture: Designers structure and present options to guide users' decisions. For instance, presenting subscription plans with a "recommended" tag on a specific tier might influence users to opt for that choice.

<aside> 📌 In essence, understanding and leveraging the framing effect in UX design involves presenting information in a way that guides users' perceptions and decisions while ensuring clarity, honesty, and user-centeredness in the design approach.

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Resources

Framing effect (psychology)

Why do our decisions depend on how options are presented to us?

The framing effect in UX

Framing Effect In Psychology

Thinking, Fast and Slow

Cognitive biases to avoid in User Research (and how to avoid them)