Cycles of hype and disappointment are frequently observed in relation to new technologies. Hype draws attention to potential positive effects while excluding or under emphasizing a new technology's dependencies on other factors and its potential negative effects. Thus, hype presents a partial picture of technological innovation. In this paper, it is argued that dependencies and potential negative effects should be, and can be, included in the framing of new technologies. First, the limitations of hype are described with references to cases. Next, a template is provided to summarize big picture innovation framing. Dependencies for effectiveness and dependencies for efficient operation are included. This is because the potential of technological innovations to bring about positive effects is often dependent upon extraneous factors. Also, their efficient operation is often dependent upon many inter-related technological components. Potential negative effects are also included. Big picture framing is contrasted with the partial picture provided by hype. Then, examples of dependencies and potential negative effects are described for a range of technologies. Subsequently, a full example of big picture framing is provided for a hyped technology. In conclusion, it is argued that big picture framing can be a more informative starting point for understanding the potential of new technologies than vague hyperbole.