Same goes for people and how we ‘frame’ the information we’re looking at.

If we understand the frame our audience are using, we can reframe it. If we can change the frame, we can change their decision.

Daniel Kahneman won a Nobel prize in economics in this area, proving beyond a doubt that people make emotional decisions and make rational justifications. In fact, up to 23–47% of any audience might change their decision if exactly the same information is framed in a different way. Once again, I can’t do the concepts justice in a short article… But…