In the weeks leading up to July 19th, National Hotdog Day, Heintz released a new sauce for the occasion. Chicago Dog Sauce (, was developed for the Chicago hotdog purist who would never consider putting ketchup on their hotdogs. Same ingredients, and same great taste as ketchup, but with a name that every Chicagoan could be proud of. Even the purists wouldn’t have to worry about being perceived as un-true to their roots, as they slathered their dogs in the red stuff.

Or a lesson for UX Designers everywhere?

We will cover this along with some real world UI examples as we discuss how framing changes our perceptions, our expectations, and ultimately forming the way we experience the world around us.