No. 24 · Decisions · Human Nature and Judgement
Hick’s Law
The more options you face, the longer it takes to choose.
In the Almanac
“Hick’s lamps”, 1952 · “Head & Shoulders”, 1990s
Both stories in full, three ways to use it and where it misleads.
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Questions
What is Hick’s Law?
Hick's Law states that the time it takes to make a decision increases with the number and complexity of choices available. Every extra option adds mental load, which is why a short menu is easier to order from than a twenty-page one. Simpler choices often lead to faster, better decisions.
How do you use Hick’s Law?
Reduce routine choices with simple systems such as a meal plan or a capsule wardrobe. Break big decisions into smaller steps, and narrow your options to a shortlist before deep analysis. If you design products or messages, give people fewer, clearer options.
When does Hick’s Law matter?
Hick’s Law is one of the 35 mental models for decisions, the situations where you ask: Which way should I go? Within that, it belongs to “When choosing gets hard”, alongside Analysis Paralysis, False Dilemma and Grey Thinking.
What is an example of Hick’s Law?
Two stories show it at work: Hick’s lamps (1952) and Head & Shoulders (1990s). Both are told in full in The Mental Models Daily Almanac, which has two stories for each of its 365 models.
Which mental models are related to Hick’s Law?
Paradox of Choice, Information Overload and Satisficing. Hick’s Law itself comes from human nature and judgement.