Laws / Choices
Hick's law
The time it takes to make a decision grows with the number and complexity of the choices.
NorthwindFind running shoes
Why it matters
Every extra option in a menu or a row of buttons slows people down and raises the chance they pick nothing at all.
Rules to follow
- Keep top-level navigation to 7 items or fewer; move the rest under a clearly named "More" or into a secondary menu.
- Give each screen one primary action. Secondary actions are visually quieter.
- Break long choices into steps (progressive disclosure) rather than showing everything at once.
- Recommend or preselect a sensible default when you can.
- Never trade clarity for brevity: hiding options people need is worse than showing them.