Framing

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Framing

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

Featured in 124 UX Bites

Similar psychology:

Likely impacts:

Complexity & Understanding

Perception of Value

Purchases

Last updated: 23/09/2026

How to utilise this in your designs

You could frame your fees against banks and other providers, but only once the savings pass a certain amount, so the comparison is always worth showing.

Two side-by-side USD transfer UIs show amounts 12.03 and 13,493.95, both with bank transfer, arrival by Aug 18, fees included, and green "Add recipient" buttons. The right UI highlights savings: "Save at least 196.31 GBP compared to banks."

Example from

Wise

Try framing an environmental impact figure, like CO2, in several dynamic ways, so users can grasp an abstract number through equivalents they recognise.

Dffrnt's impact UI shows 92.44 tonnes CO2e equals: 71 long haul flights (pink sky, plane), 277 m² sea ice saved (polar bear, ice), 229,344 miles driven (dark with stripes).

Example from

Ecologi

During onboarding, you could ask users to pick titles they're interested in, then reuse those picks to frame the value of your library page.

Book selection interface shows 12 book covers; arrow points to "The Subtle Art of Not Giving a F*ck" in Library tab. Text highlights saving summaries to Library page.

Example from

Headway

You could show subscribers the total of premium add-ons they'd otherwise pay for, framing that figure as money saved to reinforce the subscription's worth.

Dark-themed UI with a purple slider for Quality set at 80, options for file size, page selection dropdown, purple Download button, and note "You’re saving £17.82 on premium elements."

Example from

Canva

When upselling an add-on like cancellation insurance, try framing the expected refund value alongside how many other travellers chose it.

Hopper UI shows flight cancellation options with nonrefundable warning, 100% (£182) refund highlight, “Added by over 351k travellers” underlined and reiterated with user avatars.

Example from

Hopper

Possible impacts

Relabelling an option with positive framing, e.g., 'data saver' instead of 'slow speeds', could increase conversion rates by removing negative associations.

As seen in:

Hopper Social "proofing" an upsell

Adding context through framing, e.g., showing CO2 as relatable equivalents, might reduce complexity and improve understanding of abstract figures.

As seen in:

Ecologi Framing the CO2 equivalent

Framing fees or subscriptions against what users would otherwise pay elsewhere may increase perceived value, making the same price feel like a better deal.

As seen in:

Wise Framing your fees

Canva Framing your savings

Framing the expected payoff of an add-on or higher tier could lead to more purchases, as users focus on what they'd gain rather than only the cost.

As seen in:

Hopper Social "proofing" an upsell

Written by Peter Ramsey

Consultant to 100+ companies

Published: 18/08/2023

How to utilise this in your designs

You could frame your fees against banks and other providers, but only once the savings pass a certain amount, so the comparison is always worth showing.

Example from

Wise

Try framing an environmental impact figure, like CO2, in several dynamic ways, so users can grasp an abstract number through equivalents they recognise.

Example from

Ecologi

During onboarding, you could ask users to pick titles they're interested in, then reuse those picks to frame the value of your library page.

Example from

Headway

You could show subscribers the total of premium add-ons they'd otherwise pay for, framing that figure as money saved to reinforce the subscription's worth.

Example from

Canva

When upselling an add-on like cancellation insurance, try framing the expected refund value alongside how many other travellers chose it.

Example from

Hopper

Possible impacts

Relabelling an option with positive framing, e.g., 'data saver' instead of 'slow speeds', could increase conversion rates by removing negative associations.

As seen in:

Hopper Social "proofing" an upsell

Adding context through framing, e.g., showing CO2 as relatable equivalents, might reduce complexity and improve understanding of abstract figures.

As seen in:

Ecologi Framing the CO2 equivalent

Framing fees or subscriptions against what users would otherwise pay elsewhere may increase perceived value, making the same price feel like a better deal.

As seen in:

Wise Framing your fees

Canva Framing your savings

Framing the expected payoff of an add-on or higher tier could lead to more purchases, as users focus on what they'd gain rather than only the cost.

As seen in:

Hopper Social "proofing" an upsell