Hick's Law
The more choices you show, the longer people take to decide.
T = b × log₂(n + 1)
Worked example: With b = 200 ms and 7 options, the time is 200 × log₂(8) = 600 ms.
Why it matters
Long, undifferentiated lists slow decisions, and can make people give up.
How to use it
- Cut or group options.
- Highlight a recommended choice.
- Reveal advanced options only when they are needed.
Example
A plan page with 3 options is faster to decide on than one with 12 similar plans.
Watch out
It describes choosing between comparable options. Searching a familiar sorted list behaves differently.