Hick's law
The time taken to choose rises with the number of options, but each extra option adds less time than the last.
Where it applies
Four of the eight page areas.
HomepageAlso applies CategoryAlso applies SearchNot typical ProductNot typical CartNot typical CheckoutAlso applies Post-purchaseNot typical
It also applies sitewide, on every page. See everything at work on every page
How to use it
Four ways to use it, and one to avoid.
- Group navigation under clear labels.
- Keep a familiar order, so shoppers scan less.
- Make one primary action per view stand out.
- Show the most-used delivery and payment options first.
- Avoid: using it as a reason to cut options, as a 2020 review argues it speaks against ‘less is better’.
What the research found
Well established for rapid choices. One review argues it rarely fits real interface tasks.
A 2020 review argues it speaks against ‘less is better’.
A well-established law for rapid choices between known signals. A 2018 review notes practice, very natural pairings of signal and response, and very large sets weaken it. A 2020 review for interface design argues it speaks against 'less is better' and rarely fits real interface tasks, where visual search and deciding matter more.
Key research
Four sources, each checked.
Last reviewed
Hick (1952) On the Rate of Gain of Information Quarterly J. Experimental Psychology Read the source Hyman (1953) Stimulus information as a determinant of reaction time. J. Experimental Psychology Read the source Proctor & Schneider (2018) Hick's law for choice reaction time: A review Quarterly J. Experimental Psychology Read the source Liu, Gori, Rioul, Beaudouin-Lafon & Guiard (2020) How Relevant is Hick's Law for HCI? Proc. ACM CHI Conference Read the source