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What you're experiencing
Hick's Law (or the Hick-Hyman Law) was formulated by psychologists William Edmund Hick and Ray Hyman in 1952. It describes the time it takes for a person to make a decision as a result of the possible choices.
The formula is: T = b × log₂(n + 1)
where T is decision time and n is the number of choices.
UX implications:
- Simplify navigation menus. Fewer items means faster decisions
- Use progressive disclosure to reveal options gradually
- Break complex forms into multiple steps
- Highlight recommended options to reduce cognitive load
Famous example: A grocery store study showed that displaying 24 jams resulted in only 4% conversion, while 6 jams achieved 31% conversion.