Framing has influenced human decision-making long before dashboards, reports, and data visualisation existed.

From Aristotle’s principles of persuasion to the behavioural science experiments of the 1950s–1980s, researchers have shown that the way information is presented can significantly influence how people interpret it, what they believe, and the decisions they make. Today, those same principles are embedded in the language, visuals, and narratives we use to communicate data.

In this session, we explore the evolution of the framing effect and its relevance to modern analytics. Through real-world examples, we'll examine how subtle visual and verbal choices can change the meaning audiences take from data without altering the underlying numbers. We'll also discuss why ethical data storytelling requires transparency about these choices and how framing can either strengthen or undermine trust.

Attendees will learn how to identify invisible nudges in reports and dashboards, and apply framing responsibly to support clearer, more informed decisions.

You’ll leave with a deeper understanding of the psychology behind data-driven decision-making.