Hick's Law

Key Points

• •Decision time increases logarithmically with the number and complexity of choices
• •More choices = slower decisions (going from 2→4 options hurts more than 20→22)
• •Each additional option adds cognitive load
• •Unfamiliar options slow decisions more than familiar ones
• •Too many choices can lead to decision paralysis—the paradox of choice
• •Minimize choices when response times are critical
• •Break complex tasks into smaller steps to decrease mental effort
• •Highlight recommended options to avoid overwhelming users
• •Be careful not to simplify to the point of abstraction
• •[FIGURE 4-1 — Hick's Law diagram] Shows: Mathematical diagram illustrating RT = a + b log₂(n), with response time on Y-axis and number of choices on X-axis showing logarithmic curve. Teaches: Decision time increases logarithmically—each doubling of options adds a constant amount of time. Reproduce as: Interactive graph where users adjust n and see RT change.
• •[FIGURE 4-2 — Grandparent-friendly remotes] Shows: Two TV remotes with most buttons taped over, leaving only essential controls visible. Teaches: Real-world example of reducing choices to improve usability—viral "grandparent remotes" emerged from overly complex designs. Reproduce as: Side-by-side comparison of full remote vs simplified version.
• •[FIGURE 4-3 — Apple TV remote] Shows: Minimal Apple TV remote with only essential buttons. Teaches: Modern smart remotes transfer complexity to the TV interface where it can be progressively disclosed in menus. Reproduce as: Comparison of traditional vs smart remote button counts.
• •[FIGURE 4-4 — Google Search progressive disclosure] Shows: Google homepage (minimal) vs search results page (with filter tabs). Teaches: Show the right choices at the right time—filters appear only after search begins, keeping initial focus simple. Reproduce as: Two-state demo showing before/after search UI.
• •[FIGURE 4-5 — Notion onboarding] Shows: Notion's getting started checklist with progressive steps. Teaches: Onboarding works best when broken into small, sequential steps rather than overwhelming new users with all possibilities. Reproduce as: Interactive checklist walkthrough component.
• •[FIGURE 4-6 — Netflix recommendations] Shows: Netflix interface highlighting "Trending Now" and "Popular on Netflix" sections. Teaches: Social proof (what others watch) helps users decide by giving weight to specific options among thousands. Reproduce as: Content grid with highlighted recommendation sections.
• •[FIGURE 4-7 — Card sorting] Shows: Cards with topic labels being organized into groups by a participant. Teaches: Card sorting research method helps identify how users expect information to be organized, informing navigation structure. Reproduce as: Interactive card sorting exercise.
• •[FIGURE 4-8 — Facebook app bar] Shows: Facebook iOS app bottom navigation with 5 icons. Teaches: Mobile navigation typically limits to 4-5 primary actions to reduce decision time. Reproduce as: Tab bar examples with varying item counts.
• •[FIGURE 4-9 — Twitter/X navigation] Shows: X web app navigation with text labels accompanying icons. Teaches: Text labels reduce ambiguity and speed up icon recognition, reducing decision time. Reproduce as: Icon-only vs icon+label comparison.

Guidelines

• ✓Reduce the number of visible choices (4-7 is often ideal)
• ✓Use progressive disclosure to reveal complexity gradually
• ✓Highlight recommended or popular options
• ✓Group related options into categories
• ✓Provide smart defaults to eliminate decisions entirely
• ✓Hide less common options behind "More" or "Advanced"

Formula

T = a + b × log₂(n + 1)

T = decision time
n = number of choices
a = cognitive processing constant
b = time per option (varies by familiarity)

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