The frame around a picture affects how we see and understand what is inside it. That makes framing an interesting meeting of art and psychology. Artists and photographers who understand it can present their work so that it says what they mean it to say.
How presentation shapes perception
A frame brings its own shape, colour and texture to a picture. Those choices can reinforce what the image is saying or work against it, which makes the frame part of the story.
Psychologists use the word in a related sense. The framing effect describes how the same information, presented in different ways, draws different responses from people. A picture frame is the literal version: the same image, presented differently, is received differently.
What a frame does to a picture
The choice of frame can enhance a picture or detract from it. Framing theory, from the study of communication, offers a useful way of thinking about why.
- It directs attention. A well-chosen frame leads the eye to the focal point of the picture. A poorly chosen one distracts from it, or weakens it.
- It sets the context. A frame creates an atmosphere, and prepares the viewer for what they are about to look at. In that sense it is part of the experience of the artwork.
- It carries information. The style, colour and material of a frame say something about the period of the work, the artist's intentions and the audience it was made for.
The role of colour
Colour and emotion
Colour conveys emotion and sets the tone. Green is often associated with growth, harmony and freshness, and purple with power, nobility, luxury and ambition.
When you choose a frame or mount colour, think about the feeling of the artwork and pick one that supports it. Warm colours, such as reds, oranges and yellows, suggest excitement and energy. Cool colours, such as blues and greens, suggest calm, or sometimes sadness.
Colour and focus
Colour also affects where the viewer looks. A contrasting frame draws attention, and a frame in a colour taken from the picture gives a more unified look.
A black and white photograph, for example, can take a bold, contrasting frame that echoes its own contrast. A quieter frame in a similar tone keeps the attention on the detail of the image.
Plain or ornate?
Minimalist frames
A minimalist frame is simple, clean and uncluttered: a slim moulding in a single colour. With nothing to distract, the viewer attends to the picture alone. The effect is calm and clear, and it is especially good for complicated or abstract work.
Elaborate frames
An elaborate frame has rich texture, ornate pattern and detailed decoration. It suggests opulence and grandeur. It also invites the eye to explore, and can add a sense of occasion to a simple picture.
Neither is better. The choice depends on the effect you want and on what the picture needs.
Two ideas from psychology
Gestalt theory
Gestalt theory holds that the mind instinctively organises what it sees into a whole, looking for order and pattern. For framing, the lesson is that the frame and the picture are seen together, as one thing. A frame that echoes the lines or patterns of the artwork makes that whole more harmonious.
Cognitive load
Cognitive load theory says that we can take in only so much information at once. Too much detail overwhelms and distracts. Framing can help by simplifying. A busy, complicated picture usually benefits from a plain frame and a generous mount, while a very simple picture can carry a more decorative frame.
Where next?
Researchers continue to study how presentation affects perception and decision-making. New technology will change the question too. In virtual and augmented reality a 'frame' is no longer limited by materials, and artists and designers can experiment with its shape and behaviour in ways that wood and glass do not allow.
For pictures on real walls, the principles stay the same: the frame is part of what the viewer sees, so it is worth choosing with care.
EasyFrame offers a wide range of made-to-measure frames, and with long experience we can advise on the perfect frame for your artwork. Call us on 01234 856 501 or email sales@easyframe.co.uk. We are always happy to talk, whether or not you want to buy.