Choice: Hick’s law: the more options you have, the longer it takes to make a decision

Wow. That sure sounds obvious. If you have more to decide from it takes longer to make a decision.

Specifically Hick’s law determined that with a list of equal choices that are ordered logically, the time to search and find the item of interest increased logarithmically (not linearly).

So if you want a person to make a decision quickly, consider the number of choices that you expose.

For further reading:

Interaction Design Foundation

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