We present a framework for analyzing the near miss effect in lotteries. A decision maker (DM) facing a lottery, falsely interprets losing outcomes that are close to winning ones, as a sign that success is within reach. As a result of this false belief, the DM will prefer lotteries that induce a higher frequency of near misses, even if the underlying probability of winning is constant. We define a near miss index that measures the near miss effect induced by a given lottery and analyze the optimal lottery design in terms of near miss. This analysis leads us to establish a fruitful connection between our near miss framework and the field of coding theory. Building on this connection we compare different lottery frames and the near miss effect they induce. Analyzing an interaction between a seller and a buyer of lotteries allows us to gain further insight into the optimal framing of lotteries and might offer a potential explanation as to why lotteries with a very small probability of winning are commonplace and attractive.