Perception

How to frame persuasively and perceptively

Framing influences our perception

Let's do a thought experiment. Imagine you're shopping for the healthiest type of icecream at the supermarket. You narrow it down to two options, one which is 80% fat-free and another which is 20% fat.

How we perceive choices is hugely dependent on how they're framed. Focusing on the positives instead of the negatives is more likely to persuade someone. After all, as we've already learned, we have much more of an eagle-eye for negative attributes.

Which icecream do you choose?

The 80% fat-free option
The 20% fat option

…so does reduction

It can be tempting to try and persuade someone to make a decision by trying to impress them with flowery language and descriptions. Many businesses think that this encourages a greater perception.

This is simply wrong. Oppenheimer (2005) found that there's a negative relationship between complexity and perceived intelligence. When faced with a complex piece of content, people are likely to underestimate the level of intelligence of the writer. In fact, even if the content itself is interesting, people are dissuaded by the complicated language it's presented in.

Easier and simpler decisions appeal to us much more than complex ones. Reducing the number of options, presenting choices clearly and only showing the most important attributes can help persuade someone with their decision-making.

When faced with a complex piece of content, people are likely to underestimate the level of intelligence of the writer.

…and autonomy

Deci and Ryan conducted a study where they examined what's behind positive experiences. They found that we perceive tasks more favorably when we can make our own decisions and navigate at our own will.

We’re fans of being free. Rather than be directed straight from point A to point B, we’d like to forge our own path. That means that we're persuaded easily by something which allows us to explore ourselves. This is why demos and demo accounts are appealing to us, and might just tempt us into making a purchasing decision.