Where we left off: The space (frame) you set must create a sense of inevitable action. This is not just about what you see, but in what location and in what order you see it. Giving just enough information to keep people interested, while allowing for an unfolding moment to moment. Your audience is both engaged and excited about what might happen next. There is a very important difference between surprise/anticipation and worry/confusion – don’t be fooled!

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The context is decisive.

To be a visionary is not usually equated to a structured, organized and realistic point of view. This is why the second pillar of experience is called Frame. The vision is the driving force behind an experience, it defines the goals, the story and the style (among others). But what leads to the plethora of messy and/or boring experiences in the world is a lack of frame. You can show someone something freaking incredible, but if they do not know the what, the why or the how – they won’t really know what they are looking at it. It most certainly won’t have the impact you were hoping for.

It is kind of like those commercials that show you this cool story or awesome message that you get really into, but then wait until the last three seconds to mention the product they are trying to sell. Prime example of vision without frame. You had no context for what you were watching, so you watched it within the general context of “something on television” and not within the context of the brand you are supposed to connect this too.

Connecting things together after the fact is rather pointless. Why do you think Romeo & Juliet is one of Shakespeare’s greatest and most performed works? Could it be because the entire context and frame is laid out in advance? Of course it is! No, just kidding. But really, there may be a least a little something to the point.

Framing gives a viewer a context and a structure through which to experience what you create. Without a frame, you are just gonna confuse ‘em. Frame both makes an audience feel safe and taken care of, but it also keeps their attention. When you are within a complete frame, you don’t have anywhere else to look and if you have the content to support it – they won’t even want too.

Every experience is a creation of an alternate reality to whatever extent that is possible given the constraints. You can see frame in everything human beings use as an “escape.” The best framing = the best (movie/play/book/concert). I will bet if you go and watch/read/listen to what you consider to be the worst of those categories, you will unequivocally find a lack of frame. If you find a lack of vision…well they were just doomed to begin with.

Up Next: Order, Information, Engagement