Frameering

Frameering is a design concept describing the deliberate construction of visual frames—such as borders, margins, panel boundaries, and sequence of presentation—in order to shape how viewers interpret content. It spans physical framing in exhibitions and print, as well as digital framing in user interfaces, video, and multimedia narratives. Proponents view frameering as a tool for guiding attention, providing context, and setting interpretive angles without altering the underlying information.

Etymology and scope. The term combines frame and engineering and has appeared in design criticism and media studies to describe intentional framing practices that influence perception. It is not a formally codified discipline and is used variably across fields, from graphic design and museum pedagogy to UX and content strategy.

Techniques. Frameering relies on controlling framing elements such as aspect ratio, border style, color, spacing, and alignment. In digital design, cards, panels, modals, and grid regions act as frames that organize content and steer user focus. In exhibitions and print, consistent border motifs and selective framing of artifacts create cohesive narratives and guide interpretive flow. Timing and sequencing of framed content—how one frame leads to the next—also contribute to frameering effects.

Applications and examples. In UX, frameering can help users interpret complex data by grouping related information within standardized frames. In museums, it can shape the viewer’s journey through a curated story. In video and marketing, framing choices influence perceived emphasis and tone.

Criticism and status. Critics warn that frameering, if overapplied or opaque, can manipulate interpretation or obscure alternative readings. As a relatively informal concept, its methods lack standard guidelines, making it a topic of ongoing discussion rather than a formal field.