Frames Are Everywhere
I am an artist. My work requires that I literally, physically put things in frames.
I’m also a psychology enthusiastic. (For a while I even pursued a Ph.D. in the subject!) In psychology, we understand that our minds create mental frames that contain the contents of our reality. Marketers apply this understanding to shift your reality in favor of buying what they're selling.
How can you apply frame manipulation to your own benefit?
What’s Your Business Here?
My business is art. I create and post a unique work every day, as part of my #MakeItYourBusiness project.
The idea is simple: Art cards in standard business-card format created to challenge the standard definition of “business.”
Frames Create Limits. Limits Organize Ideas.
To create a #MakeItYourBusiness card, I first search for images that inspire me in print media.
Often, the images I find are much larger than the 2" x 3.5" format.
So I must choose where to put the focus.
Let’s take this example of a child and mother:
Though the original image is exactly the same, framing it differently creates different stories.
Marketers and advertisers know that when the same information is framed in different ways, people's perception changes...and changes in behavior follow.
In fact, marketing success depends on the ability to frame information in the most effective (affecting) way.
For example, a single word can change a buyer’s frame from “bad deal” to “good deal.” That word is "only," i.e. “Yours for only $499!”
Marketers create frames that provide the context most likely to shift a prospect's perception in favor of buying.
Now, notice how your feelings change if I present the same idea by saying: "Marketers manipulate your perception."
Indeed, a whole subdivision of marketing--copywriting--is dedicated solely to understanding the subtle impact that different words can have on your feelings and, more importantly, your behavior.