Framing has shaped human decision-making since long before dashboards and data visualisation existed. From Aristotle's principles of persuasion to the behavioural science experiments of the 1950s-1980s, researchers have shown that how information is presented shapes belief and decisions as much as the information itself. Those same principles now live in the language, visuals and narratives we use to communicate data.

This session traces the framing effect's evolution and its relevance to modern analytics. Through real-world examples, we'll examine how subtle visual and verbal choices change the meaning audiences take from data without altering the underlying numbers, and why ethical storytelling requires transparency about those choices, and how framing can strengthen or undermine trust.

Attendees will learn to spot invisible nudges in reports and dashboards, and apply framing responsibly for clearer, more informed decisions.