Hick-Hyman Law

  • The Hick-Hyman law demonstrates that the time it takes to make a decision is proportional to the logarithm of the number of options
  • Given n equally probable choices, the average time T required to choose among them is approximately T = a + b log2(n)
  • Applies only to cognitively simple decisions
  • Carries important implications for novel vs. familiar interfaces.

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