Hick’s law: the paradox of too many choices

Hick’s law, or the Hick–Hyman law, named after British and American psychologists William Edmund Hick and Ray Hyman, describes the time it takes for a person to make a decision as a result of the possible choices he or she has: increasing the number of choices will increase the decision time logarithmically.

In other words, don’t give your customer too many choices.

If you do, not only will they take too long to choose, there is a risk of decision-fatigue and they’ll walk away without buying anything.

By all means, give options.

Just not too many.