People decide on options based on whether the options are presented with positive or negative connotations; e.g. as a loss or as a gain. People tend to avoid risk when a positive frame is presented but seek risks when a negative frame is presented.

Real Life Use-Cases:

• Mostly used by copywriters to frame an angle


• Vendors deliberately focus on the positive side


• “0 grams sugar” on chocolates.

Both the Yogurt are the same but they use a different angles to convert different things to different people.