Discover the science behind message framing—and how a simple shift in language can dramatically boost response rates and drive action in your workforce.
We often find ourselves reverting to type – the lessons we may instill in our children, how we communicate with our loved ones at home or how we phrase something in the workplace can make all the difference in motivating someone to listen, act or be engaged.
How often do we hear people say, 'don't do this', 'don't forget' or even 'don't miss out'? Seems harmless, like something we say all the time but as psychologists often tell parents, negative framing can unintentionally create anxiety, defensiveness and even confusion. This plays out not only in our personal lives but our professional. Starting a conversation or communicating to your audience using negative framing can not only put them on the defensive, closing them off to what you are saying but it feels like a reprimand when your intention was to support, educate and share information but you're doing the opposite.
So, why does positive framing matter—especially in communication?
At Gallagher we appreciate and value the power of consumer grade communications. This means we put ourselves in the shoes of our audience and think about the best approach to sharing information with them in a positive and engaging way. It's our nine hallmarks of best practice communications. Let's unpack this a little more.
Positive framing, or even negative framing, is known as the 'framing effect'. It's a cognitive bias where people react differently to the same information, depending on how it is presented.
It's as simple as, for example switching: "Don't forget to complete your form by Friday.", which focuses on the risk of forgetting and can feel like a warning or a reprimand, with "Remember to complete your form by Friday to stay on track.". This sentence structure, or framing, highlights the benefit of acting and reinforces a sense of progress and control. Even though both are asking someone to act – complete their form, the audience reaction will be different.
The science behind positive framing
Positive framing encourages engagement and reduces resistance
When messages are framed positively—highlighting benefits, opportunities, or desired outcomes—audiences are more likely to feel open, curious, and motivated to act. In contrast, negative framing can trigger defensiveness or fear, which may lead to disengagement or avoidance1.
People are more risk-averse with positive framing
According to Prospect Theory by Kahneman and Tversky2, people tend to avoid risks when information is framed positively and are more willing to take risks when it's framed negatively. This means positive framing can help reinforce stable, confident decision-making.
Positive language improves readability and tone
Studies in communication show that positively framed messages are perceived as more professional, empathetic, and easier to read—especially in digital formats where attention spans are short.1
Case study: Boosting engagement through positive messaging
A recent client campaign illustrates the power of positive framing in action. The client wanted to increase member engagement with their annual benefit statements. Our solution included the creation of 30–60 second personalized videos, using positive, plausible, plain English and personalised messaging. The four Ps!
We measured engagement before and after the campaign. Significant increases were seen in the proportion of members who said they were likely or very likely to act. For example, only 12% of members said they would be inclined to increase their pension contributions based on the negatively framed messaging in the first campaign. After receiving positively framed communications, over 40% committed to making pension contributions—a significant difference!
By making simple changes from 'this is your last chance to save before it's too late' to 'steps you take now can make a difference tomorrow,' we saw more positive behavioural change in both attitude and engagement.
Ready to see how positive framing can transform your communications? Contact us today to start the conversation.
Sources
1 "Framing effect: Framing Effect in Business Communication: Strategies for Effective Messaging," Faster Capital, 6 April 2025.
2 Perera, Ayesh. "Framing Effect in Psychology," Simply Psychology, 7 September 2023.
