Reframe Information

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Reframe Information

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INFLUENCE TACTICS

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Reframe Information

Make it easier for people to understand information and make smart choices.

What is it:

Have you ever felt bogged down by too much information? You're not alone. The way we share information can really affect how we see things and make choices. When information is presented poorly, it can lead to poor decisions. Not just in the obvious ways, but because too much information when people are overwhelmed or stressed can lead people to rely on their cognitive biases. This can lead them to make decisions that aren’t in their best interests. That’s why it’s so important to share information in a way that’s clear and simple. This helps to avoid confusion and makes it easier for everyone to make good decisions... even when they are tired.

When to use it best:

How to do it:

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1. Encourage the Right Actions

   Make sure the way you present information helps people do what you hope they’ll do, without encouraging anything you don’t want.

   Does this encourage what I want people to do?

   Could someone get the wrong idea from this?

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2. Make It Engaging

   Turn complex or boring details into something everyone can grasp and enjoy. Use pictures, simple words, and examples from everyday life. But remember, keep it accurate.

   How can I make this more interesting?

   Could pictures or everyday examples make things clearer?

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3. Keep It Simple

   Concentrate on the main points. Cut out the technical terms and extra fluff, but make sure you’re still getting the important stuff across.

   What do I need to make sure everyone understands?

   Can I use everyday words instead of technical terms?

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4. Focus on the Positives

   Talk about the good things that can happen, but be honest. Don’t exaggerate or make things up just to get people’s attention.

   What good things could come from this?

   How can I talk about these benefits in a way that grabs attention?

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5. Connect Emotionally

   Help people feel something about the information. Think about what matters to them and share information in a way that taps into those feelings.

   What do people care about here?

   How can I relate this information to their emotions or values?

What’s the science behind it?

• Dual-Process Theory

  The dual-process theory posits that our cognitive processing occurs through two distinct systems: System 1, which is fast, automatic, and emotional, and System 2, which is slow, deliberate, and analytical. This theory helps us understand how our cognitive processes can be influenced by the presentation of information. Reframe Information targets System 2 by providing clear and easy-to-understand information, minimising cognitive biases that may arise from a reliance on System 1's automatic processing. By presenting information in a digestible format, we engage our more analytical System 2 and make better-informed decisions.

• Framing Effect

  This theory refers to how our decisions can be influenced by the way information is presented. Equivalent information can be more or less attractive depending on what features are highlighted. This can result in sub-optimal decisions, as poor information or lesser options can be framed in a positive light, making them more attractive than objectively better options that are cast in a less favourable light.
  The framing effect occurs because of our tendency to avoid loss. Processing and evaluating information takes time and energy, so our mind uses shortcuts or “heuristics” to make the process more efficient. We favour information that is easily understood and recalled and options that are framed to elicit an immediate emotional response. The Reframing Information pattern can help us focus on how we present information to make it more attractive and effective, while reducing framing effects by becoming more informed and involved in an issue, and providing rationales for our choices.

• Availability Heuristic

  A cognitive bias that influences decision-making by causing individuals to rely on easily recalled information. It occurs when vivid memories or events are disproportionately considered, leading to potentially flawed decisions.
  Reframing information can affect the availability heuristic by altering the salience of certain details or presenting alternative perspectives, thereby prompting more balanced decision-making. By emphasising different aspects of information or offering new insights, reframing can challenge the mental shortcuts or biases individuals use in the decision-making process.

• Affect Heuristic

  The Affect Heuristic explains how reframing information alters decisions by highlighting the role of emotions in decision-making. This heuristic suggests that individuals rely on their emotional responses instead of concrete data when making choices. Reframing can elicit different emotional reactions, affecting perceived risks and benefits, and consequently, the decisions made. In essence, when information is reframed, it can either amplify or diminish the emotional response, which in turn influences the choices people make.

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