In any advertisement, undoubtedly a good idea is a crucial thing. But many times I have spent some specific time to frame any content. Content framing has evolved due to the effect called “Framing Effect”. This effect is stated by many psychologists, ergonomic experts. Countless advertisers have made it omnivorous that we can have multiple examples even in Indian market. Like,
An established toothpaste brand says “9 out of 10 dentists recommend our brand”
Hand wash companies market their product as “our product kills 99.99 germs”
These data tell that 1 out of ten dentists does not recommend that toothpaste brand and that hand wash leaves 0.01% germs on your hands. This seems very obvious to the market. Let’s look at an example that how much impact can you make with ‘better framing’
Mileage of any four wheeler can never be a USP. If a car in the same segment is giving 20kmpl then the best case can be 22kmpl as a competitor. Now, you got to write the headline of that car with the word ‘mileage’. Additional 2kmpl is not a deal breaker. Then you can put it as ‘Best in class- Fuel economy’ and it can hit your customer in totally different way without stating the margin between you and your competitor.
The term “Framing” has been derived from typical frames of paintings. It is proven, that white frame exposes the white color from the painting. That means by adding the right frame you can communicate about the right color or the point you want people to focus on. There are different framing types to hit your customer right.
Gain Frames: This framing is used by different banks by giving low, but fixed returns in fixed deposits.
Loss Frames: Trading firms offer such framings by giving fixed losses against profit in folds.
Temporal Frames: This framing is used for day to day wagers, they don’t invest for long to gain on a daily basis.
A 1989 study examined the influence of framing on patients’ preferences surrounding cancer chemotherapy. The results showed that when the probability of living was below 50% and framed negatively as a probability of dying, patients were less likely to choose more toxic yet more effective treatment options. From a broader public health perspective, it is useful to understand the influence that framing has on patients’ decisions surrounding treatment.
This effect is being used by many marketers, medical practitioners and finance personnel to convince their customers to close the deals from candy worth single penny to thousand dollar insurances.