Insight of the Week
Time Intervals Feel Shorter in Calendar Dates
New research shows that time windows seem shorter in a calendar framing (Jan 1 to Jan 6) compared to a days-of-the-week framing (Mon to Sat).
Last updated November 17, 2023
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Overview
Suppose that it takes 6 days to deliver your product.
How should you frame this duration?
- Days-of-the-Week: Mon to Sat
- Calendar: Jan 1 to Jan 6
Days-of-the-week might seem better, right? These events are constrained within a week, so they might feel shorter.
But surprisingly, calendar dates will make a time interval seem shorter (Sokolova, 2023).
Each frame activates a different scale:
- Monday to Saturday. Weekly scale in which 6 days is 85% wide.
- Jan 1 to Jan 6. Monthly scale in which 6 days is only 15% wide.
Calendar framing has a shorter relative length, which makes the duration feel shorter.
Takeaways:
- Use Days-of-the-Week for Positive Events. Vacations, conferences, festivals. These events will seem longer, helping you justify ticket prices.
- Use Calendar Dates for Negative Events. Shipping, construction, detours. These events will seem shorter, helping you minimize the perceived hassle.
Other New Stuff
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