How reframing affects behaviour

The same experience can be seen in a more positive light.

All of our senses are always fully engaged in looking for meaning around us. We try to make sense of our environment and take our perceptions for granted. Our actions follow what we think reality is.


Using reframing triggers

Reframing Triggers are best to tackle Experiential, Shopper and habit change jobs because they help to modify the mindset quickly. With the brief at hand, try asking yourself the following questions:

(click on them for details and examples)


A bit more on reframing

Reframing could easily be one of the most cost-effective strategies, because it doesn’t require real changes per se. Or, as Rory Sutherland puts it more eloquently. ‘how many problems in life could be solved by tinkering with perception rather than tedious hard working and messy business of trying to change reality?’

Don’t miss his hilarious TED Talk Life Lessons from an Ad Man, or if need be jump to two of the best examples on Reframing below.


Great ideas using reframing

X-Ray Casts | Colenso BBDO Auckland for Anchor

The Paper Skin | Geometry Frankfurt for Fedrigoni


More recent ideas using reframing

(check Activation Ideas for even more case studies using Reframing)


If you want to learn more about reframing

Reframing is closely related to other triggers like Incentives, Choice, Experience and even Emotion. However creatively is so powerful that it’s worth it to be studied on its own. Here are some good videos and articles explaining the Framing and Anchoring effects in more detail.

The Framing Effect: Influence Your Audience By Setting The Context

The first thing you see, will set the point of reference.


Other triggers

There’s much more than Reframing to influence people’s behaviour. Check out all the other Behavioural Triggers to learn more.


Regional Executive Creative Director, Geometry Asia Pacific