The Framing Technique



The framing persuasion technique is quite common in brick-and-mortar stores. Let's look at how an eCommerce giant like Amazon use this technique in business. Highlighting an EMI number is indirectly saying "this purchase will not pinch you" or "you can achieve big goals with small steps". (In this screenshot from Amazon India iOS app, the EMI pricing is given a visual precedence in terms of type and placement over the product MRP)

Is this good design? Well, good design is subjective. If you ask me, it's not bad either. I don't see any dark patterns here. Some might say that such subtle design can lead to excessive consumerism. However, we're living in a capitalist world. The good side is more people can aspire for a better lifestyle with such framing. It shows them that everything is in reach, if you take small steps to buy what you want.

How you frame something matters a lot in sales. 

The right frame can persuade the customer to move ahead and make a purchase or even think about it.

Also notice " Your ICICI Bank Card". (This is the default payment on account) They are smart enough to use personalization well ahead right at the product-listing page, and not too late at the checkout page. 

Finally the obvious label "Great Indian Festival". This is a vast and highly interesting topic which demands a detailed article on how Amazon uses persuasion and trust labels across their ecosystem. 

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