Imagine this scenario: you’re at the doctor’s office. The doctor says, “This treatment has a 90% survival rate.” You feel reassured. But then they add, “That also means there’s a 10% mortality rate.” Suddenly, the same treatment feels a lot scarier. Why? This is the framing effect in action, a subtle but powerful way our brains react to how something is worded, rather than just the facts themselves.

The framing effect is a cognitive bias where people’s decisions are influenced by how information is presented (or “framed”), rather than just the information itself. This means that the same information can lead to different conclusions or choices depending on how it is worded, emphasized, or contextualized.

Mastering framing can improve your life and decision-making, because, as the saying goes, “It’s not what you say, it’s what they hear.”

Positive vs. Negative Framing

• Positive Frame: “This treatment has a 90% survival rate.”
  This focuses on the good news—the high chance of success. It feels reassuring, like the odds are in your favor. Naturally, people lean toward avoiding risks because they want to hold onto that positive outcome.
• Negative Frame: “This treatment has a 10% mortality rate.”
  Now, the focus shifts to the downside—the risk of death. Suddenly, the same treatment feels riskier, even though the numbers haven’t changed. People might start considering other options or taking bigger risks to avoid that potential loss.

Takeaway: Words matter. Whether you’re pitching an idea, making a decision, or writing a message, how you frame it can dramatically impact the response. Choose your frame wisely—it’s not just what you say, but how you say it.