A framing statement concisely sets the stage for a discussion, presentation, or piece of work. It provides context and highlights the key issue or objective. The approach varies depending on the context.
Types of Framing Statements and How to Write Them
Several types of framing statements exist, each with a slightly different purpose and structure:
1. Problem Framing Statements (for Design Thinking, UX, etc.):
These statements clearly define a problem needing a solution. Following the advice from various sources, they typically include:
- Identify the user: Who is the statement for? (e.g., "For busy parents...")
- Define the problem: What's the specific challenge? (e.g., "...finding time to prepare healthy meals...")
- Describe the context: Where and when does the problem occur? (e.g., "...during the weekday...")
- Highlight the impact: What are the consequences of the problem? (e.g., "...leading to unhealthy eating habits and family stress.")
- Outline success: What constitutes a successful solution? (e.g., "...a system that provides quick, healthy meal options.")
Example: "For busy parents during the weekday, finding time to prepare healthy meals leads to unhealthy eating habits and family stress. A successful solution would be a system providing quick, healthy meal options."
2. Cultural Equity Statements:
These statements, often used in institutional contexts, briefly summarize an organization's commitment to diversity and inclusion. They should be succinct and action-oriented.
Example: "[Organization Name] is committed to fostering a diverse and inclusive environment where all individuals feel valued and respected. We actively work to eliminate barriers to equity and create opportunities for everyone to thrive."
3. Artist Statements:
These provide context for artistic work, outlining the artist's intentions, techniques, and inspirations.
Example: "My work explores themes of nature and decay through photography and mixed media. I utilize found objects and natural materials to create layered compositions reflecting the transient beauty of the natural world."
4. Market Positioning Statements:
These concisely define a brand's value proposition within a specific market. They often follow a formula:
- Target Market: Who are you targeting?
- Brand: Your brand name.
- Point of Differentiation: What sets you apart?
- Frame of Reference: Your competitors.
- Reasoning: Why are you the best choice?
Example: "For environmentally conscious consumers, EcoClean is the most sustainable cleaning product among all leading brands because it uses only plant-based ingredients and biodegradable packaging."
5. General Framing Statements (for discussions, presentations):
These statements provide an overview of a topic or argument, preparing the audience for what will follow. They should be clear, concise, and engaging.
Example: "Today, we'll be discussing the urgent need for climate action, exploring the scientific evidence, discussing potential solutions, and outlining steps we can take individually and collectively."
Key Considerations for All Framing Statements
- Clarity: Use precise and unambiguous language.
- Conciseness: Keep it brief and to the point.
- Relevance: Ensure it directly addresses the topic at hand.
- Audience: Tailor the language and tone to your specific audience.
