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Home
UX Glossary
Framing

🖼

Framing

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

Featured in 124 UX Bites

Similar psychology:

Tribalism
Curiosity Gap
User Delight

Likely impacts:

Conversion Rates
Complexity & Understanding
Perception of Value
Purchases
Last updated: 26/09/2026

How to utilise this in your designs

When savings pass a set threshold, you could try framing your fees against banks and other providers, so the cost reads as a saving rather than a charge.

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 logo
Wise

You could experiment with framing abstract numbers, like tonnes of CO2, as dynamic real-world equivalents, so users can grasp the size of their positive impact.

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 logo
Ecologi

Try quietly doing work for users, like shortening podcast silences, then framing it as a total of hours saved, so an otherwise invisible feature feels tangible.

Dark mode Overcast app settings UI with options to Download, Delete, Seek Back/Forward, Theme, Customize Home Screen, Feedback, Review, About; "extra 7 hours" highlighted.
Example from
Overcast logo
Overcast

On a cancellation screen, you could frame how good the current deal is, and list the features the team uses but would lose, adding loss aversion to the framing.

Canva cancellation UI shows a warning about price increase from $12.95 to $29.99/month, highlights lost features, with "Keep Canva for Teams" and red "Continue cancellation" buttons.
Example from
Canva logo
Canva

Before asking for notification permission, you could try framing the value with a few specific example alerts, rather than a generic request to allow them.

Green notification permission screen with white bot icon, alarm and route line graphic, text explaining alert examples, and an orange "OK" button centered below.
Example from
Citymapper logo
Citymapper

Possible impacts

Framing the moment before a key step, like account creation, around what users gain could increase the number who complete it, rather than drop off.

As seen in:
Airbnb logo
Airbnb
Why not extend your trip?
Letaido logo
Letaido
Try it without connecting your tools

Framing unfamiliar figures as relatable equivalents might help users understand abstract metrics more quickly, e.g., hours saved or CO2 offset.

As seen in:
Ecologi logo
Ecologi
Framing the CO2 equivalent
Overcast logo
Overcast
Framing the benefits

Framing fees or past usage against a meaningful comparison, like what others charge, may increase how much value users feel they get for the price.

As seen in:
Wise logo
Wise
Framing your fees
Overcast logo
Overcast
Framing the benefits

Relabelling options with positive framing, e.g., 'data saver' over 'slow speeds', could shift more users towards the product or tier you want them to buy.

As seen in:
Canva logo
Canva
Framing a cancellation
Peter Ramsey, Built for Mars Founder

Written by Peter Ramsey

Consultant to 100+ companies

Published: 18/08/2023