Researchers often present their findings as increases or decreases. For example, a researcher might conclude that X increases Y or that X decreases Y. Even describing an equivalent outcome, a researcher might frame that outcome as an increase (e.g., relative to condition A, condition B increases persuasion) or a decrease (e.g., relative to condition B, condition A decreases persuasion). The current research explores the possibility that increase versus decrease framing has an important impact on how people perceive a finding. More specifically, we investigate the impact of increase versus decrease framing on the perceived magnitude of an effect. Across multiple studies testing people’s perceptions of both real and fictitious research findings, we find that people perceive effects framed in increase terms to be larger in magnitude, more important, and more deserving of funding and publication than effects framed in decrease terms. In a separate study assessing the frequency and impact of increase versus decrease framing in actual published research, we find that researchers are far more likely to use increase than decrease framing, and that articles that use increase framing are cited at higher rates. We find that increase frames are perceived as clearer than decrease frames—that is, they make it easier to picture the outcome in question and, thus, enhance the overall clarity of the finding—which fosters greater perceived effect size. These findings have important implications for how people evaluate scientific research, and for attitudes, persuasion, and social judgment more generally.