In a marketing context, framing relates to messaging in a way that highlights certain details to make a product or service more appealing to potential customers.
Local businesses can use framing to shape customer perceptions by emphasizing positive aspects to highlight benefits; using negative framing to create urgency; and employing price frames to influence perceived affordability, and more.
Framing can be effective because it influences perception and decision-making by presenting information in a way that triggers specific psychological responses, rather than relying on objective content alone. By highlighting gains, avoiding losses, creating urgency, or stirring emotions, local businesses can shape the context on how consumers view a product’s value, relevance, and benefits. This can aid the business toward increasing its persuasiveness and influencing purchase decisions.
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What are the different types of framing in marketing?
Risky Choice Framing: People tend to respond differently to the same situation depending on whether it’s framed in terms of gains or losses. This type of framing involves choices with different degrees of risk.
For example, a retail store is promoting a winter jacket:
-Gain Frame (Safe Option): “Buy this jacket now and save $50.00 with our limited time discount.”
-Loss Frame (Riskier Option): “Sale ends tonight, if you don’t buy now, you’ll lose the $50.00 discount.”
The first option frames it as a gain, saving money. The second frames it as avoiding a loss…You’ll miss out if you wait.
Shoppers are often more motivated by avoiding a loss than getting a benefit, so option B (the loss frame) can feel riskier and more urgent, even though the outcome is the same.
Attribute Framing: This method emphasizes a single attribute or feature of a product or service, painting it in either a positive or negative light. A classic example is describing beef as “75% lean” (positive), vs. “Only 25% fat” (negative).
Although both options essentially describe the same thing, “75% lean” would likely be more effective framing as it highlights the positive, feeling more appealing and encouraging while the latter option focuses on the negative, which can make people think about what they’re trying to avoid.
Goal Framing: With goal framing, marketers focus on the positive outcomes of taking a desired action or the negative consequences of not taking it. For instance, a nutritional supplement might be framed as a way to “gain energy” or to “avoid losing vitality.”
Here are some common framing approaches for you to consider:
Positive/Gain Framing: Focuses on the potential benefits of a product, service, or action to attract customers by emphasizing what they stand to gain.
Negative/Loss Framing: Appeals to consumer’s aversion to loss by highlighting the potential negative outcomes of not acting or the risks of missing out.
Fear Framing: A direct approach that taps into a consumer’s fear of losing out, often by creating a sense of urgency or scarcity. Fear framing emphasizes what could go wrong or what risks someone will face if they don’t act.
Statistical Framing: Uses statistics to support or oppose a position, depending on how the numbers are presented, allowing for different interpretations of the same data. For example, a supermarket might frame positively by stating “95% of our shoppers say they are happy with their shopping experience” instead of “5% of our shoppers are not satisfied with their shopping experience.” Both statements are true, but the store is more likely to attract customers via the positive frame because it highlights the majority’s happiness rather than the minority’s dissatisfaction.
Temporal Framing: This frame focuses on immediate results, emphasizing instant gratification, as people often prefer smaller, faster rewards over larger, delayed ones. For example, a meal replacement shake might promise “Lose 5 pounds this month.”
Value Framing: Involves presenting product or service messaging to emphasize it’s positive benefits and align with the target audience’s existing values and goals, making the message more resonant and persuasive. For example, a store advertising a product as “20% off” vs. “$20.00 off” when both discounts amount to the same final price. Customers often perceive the dollar amounts as a better value.
Framing is a powerful tool for local businesses because it shapes how customers perceive products, prices, and experiences. By presenting information in a strategic way, whether through wording, statistics, or visual clues, businesses can influence buying decisions, build trust, and stand out from competitors, all without changing the actual product or offer.
To learn more about how to use framing in a marketing context, we encourage you to give us a call at 603-352-5896 or email Advertising@SentinelDigitalSolutions.com.
We are experts in multimedia marketing and can help you build a compelling campaign that engages your audience and drives sales.
We’re here to help you succeed.
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