Why Positive Message Framing Works
I explore why the way a message is framed can make a huge difference to how people respond. Using a health and safety example, I highlight how positive social proof often lands more effectively than focusing on the minority who do not comply.
Key Takeaways
- Positive framing can be more persuasive than highlighting negative behaviour
- People are naturally influenced by what the wider group is doing
- Small changes in wording can significantly improve message effectiveness
Topics
- Communications
- Health and Safety
- Cognition
Transcript
Why do some messages work better than others? It may surprise you to know that, for example, in a health and safety message, saying 98% of people wear their safety gear is way more effective than saying 2% of people don't. As humans, we tend to move towards the group and the positive, and away from being the odd ones out. The framing of your message matters hugely if it's going to land with people. Both sides of that message are true, but the framing of it matters hugely in the effectiveness of the message.