Hick's Law

The time it takes to make a decision increases with the number and complexity of choices.

Hick's Law is a psychological principle that states the more choices or options you have, the longer it takes to make a decision. It suggests that as the number of choices increases, the time it takes to decide also increases. So, if you're presented with many alternatives, it might take you longer to make a choice because your brain needs more time to process and evaluate each option. This concept is often used to emphasise the importance of simplicity and minimising choices in design and decision-making to improve efficiency.

Further Viewing

Further Reading

Hick’s Law | Laws of UXLaws of UX

Hick’s Law: Making the choice easier for usersThe Interaction Design Foundation

Hick’s Law: The Psychology of Decision MakingMedium

Hick's Law | uxtoastwww.uxtoast.com

UX Design Principle #001: Hick’s LawMedium