066 Hick’s Law

The time it takes to make a decision increases with the number of options.

• Proposed by British psychologist W.E. Hick.

• Hick’s Law applies to simple decisions with multiple options. For example, if A happens, then push button 1; If B happens, then push button 2.

• Increasing the number of choices increases decision time logarithmically.

• Hick’s Law does not apply to complex decision making, or decisions requiring reading, scanning, searching, or extended deliberation.

• Consider Hick’s Law in designs that involve simple decision making. Reduce the number of options to reduce response times and errors.

See Also Chunking • Errors • Fitts’ Law • Interference Effects Signal-to-Noise Ratio • Wayfinding

Hick’s law applies across a variety of contexts, including predators targeting prey, quick adjustments to camera settings, pressing different buttons in response to a light, deciding which technique to use to block a punch, and following traffic signs. The more options you have, the longer it takes to decide.