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Framing

The way in which information is presented, is influential in how it's perceived and understood.

Featured in 125 UX Bites

Similar psychology:

Likely impacts:

Complexity & Understanding

Perception of Value

Purchases

Last updated: 03/11/2026

How to utilise this in your designs

When someone searches for a stay of more than a month, you could frame the price in months instead of days, matching how they actually think about the cost.

Booking detail page. The headline price shows a discounted per-"night" rate for a short stay, then switches to a per-"month" rate when the dates span a month, with a "Weekly discount: 10% off" in the price breakdown.

Example from

Airbnb

Try framing your fees side by side with what banks or other providers would charge, but only when the savings are large enough to stand out.

Payment screen for a money transfer quote. A small transfer shows only the fees, but a large transfer adds a savings message under the fees: "Save at least 196.31 GBP compared to banks and other providers".

Example from

Wise

At sign-up, one option is to frame the paid plan around the goal the user just shared, e.g., how much more likely they are to reach it with the plan.

Paywall. A "FUN FACT" card claims members are three times more likely to get outdoors, adding persuasive social proof beneath the feature checklist and just above the "Start your free trial" button with its yearly price.

Example from

AllTrails

After someone first tries a background feature, e.g., an AI meal planner, consider framing its value as time saved planning, so a silent benefit becomes visible.

Meal planner. Tapping "Get Started" on "Try our new magic meal planner" leads to "Your plan draft", which headlines "40 mins Time saved planning" above the recipe and serving counts.

Example from

Mob

When a subscription is set to cancel, it may help to show how much the member saved on an order, framing the renewal around what they'd give up.

Order tracking. Right after "Order received", a card tells the user they just saved £3.00 with their membership and offers a "Renew membership" button, using the savings to prompt renewal.

Example from

Uber

Possible impacts

A subscription framed around a goal users already have, rather than a list of features, could feel more relevant and lift sign-up conversion.

As seen in:

AllTrails 3x more likely to reach your goal

Uber Framing the benefits of Uber One

Prices framed in the unit people naturally think in, e.g., a monthly cost for a long stay, may help users understand what they'll pay more quickly.

As seen in:

Airbnb Dynamic price framing

Putting a number on the money or time a product has saved users, set against what they'd pay elsewhere, could raise the perceived value of what they get.

As seen in:

Airbnb Dynamic price framing

Wise Framing your fees

Framing a purchase against predicted price rises, or how much a plan would save, may give people a clear reason to buy now rather than wait.

As seen in:

AllTrails 3x more likely to reach your goal

Written by Peter Ramsey

Consultant to 100+ companies

Published: 18/08/2023

How to utilise this in your designs

When someone searches for a stay of more than a month, you could frame the price in months instead of days, matching how they actually think about the cost.

Example from

Airbnb

Try framing your fees side by side with what banks or other providers would charge, but only when the savings are large enough to stand out.

Example from

Wise

At sign-up, one option is to frame the paid plan around the goal the user just shared, e.g., how much more likely they are to reach it with the plan.

Example from

AllTrails

After someone first tries a background feature, e.g., an AI meal planner, consider framing its value as time saved planning, so a silent benefit becomes visible.

Example from

Mob

When a subscription is set to cancel, it may help to show how much the member saved on an order, framing the renewal around what they'd give up.

Example from

Uber

Possible impacts

A subscription framed around a goal users already have, rather than a list of features, could feel more relevant and lift sign-up conversion.

As seen in:

AllTrails 3x more likely to reach your goal

Uber Framing the benefits of Uber One

Prices framed in the unit people naturally think in, e.g., a monthly cost for a long stay, may help users understand what they'll pay more quickly.

As seen in:

Airbnb Dynamic price framing

Putting a number on the money or time a product has saved users, set against what they'd pay elsewhere, could raise the perceived value of what they get.

As seen in:

Airbnb Dynamic price framing

Wise Framing your fees

Framing a purchase against predicted price rises, or how much a plan would save, may give people a clear reason to buy now rather than wait.

As seen in:

AllTrails 3x more likely to reach your goal