PSYCHOLOGY
psychology
design
decisions
simplicity
Hick's Law: Less is More
The time it takes to make a decision increases with the number of choices. Too many options lead to paralysis.
William Edmund Hick• 5 min read
The Jam Study
A grocery store display with 24 jams attracted many people, but only 3% bought jam. A display with 6 jams attracted fewer people, but 30% bought jam. Sales were 10x higher with fewer choices.
Analysis Paralysis
When faced with too many options, we fear making the wrong choice, so we make no choice at all. Limit your options to set yourself free.