Framing Effect
The same fact produces different decisions depending on whether it is expressed as a gain or a loss.
Definition
Tversky and Kahneman's demonstration that logically equivalent descriptions of an outcome produce systematically different choices. Ninety percent effective and ten percent failure rate are the same number and are not read the same way.
Established research. Originates in published research and has been replicated. The effect is real. Its size in your product still needs measuring.
On this page
Every piece of interface copy frames something
There is no neutral wording. A dialog offering 'Discard changes' and 'Keep editing' frames the choice differently from one offering 'Delete your work' and 'Cancel'. The responsibility is to choose the frame that most accurately reflects the consequence, not to pretend framing can be avoided.
Framing choices in common interface copy
| Situation | Weaker framing | Clearer framing |
|---|---|---|
| Discard dialog | Are you sure? | Discard 3 unsaved changes? |
| Password rule | Password too weak | Add a number to make this password stronger |
| Empty state | No results found | No results for "blue chairs". Try removing a filter. |
| Failed payment | Payment error | Your card was declined. Try another card. |
| Permission request | Allow notifications? | Get notified when your order ships? |
In practice
Naming the consequence in dialogs
Destructive actionsReplacing 'Are you sure?' with a statement of exactly what will be lost lets the user decide on facts rather than on tone. It also reduces accidental confirmation, since the dialog is no longer generic.
Permission prompts
Mobile and webExplaining the benefit before the system prompt appears raises acceptance honestly, because the user is deciding on the actual value rather than on an unexplained request.
Sources
Where a source establishes something narrower than the popular reading of it, the note says so.
The framing of decisions and the psychology of choice
A. Tversky and D. Kahneman, Science, 1981
Continue from here
Each link says what the connection is, so you can tell a principle from an alternative from a thing people mix this up with.
Applies when you are designing
Applied through
Where this shows up as a concrete interface decision.
- ConfirmationPattern
- Empty StatesPattern
- Ratings and ReviewsPattern
- Button and Action LabelsUX writing
- Error MessagesUX writing
- MicrocopyUX writing
- Permission RequestsUX writing
- Voice and ToneUX writing
Practical example
A worked decision where this was the deciding factor.
- Designing a Cancellation FlowCase study
Check your work
Review passes that test whether this was done properly.
- Design Ethics ChecklistChecklist
Related concept
Connected closely enough to change how you apply this.
- Anchoring BiasCognitive bias
- Decoy EffectCognitive bias
- Loss AversionCognitive bias
- Social ProofPsychology