Similar psychology:
Last updated: 03/11/2026
How to utilise this in your designs
After showing a long list of fares, you could suggest a few filters that might help people decide, so Hick's Law works in their favour as the list gets shorter.
Example from
Aviasales
When a product feels complicated, try offering a 'lite' mode that strips away the advanced interface components, leaving fewer options to choose between.
Example from
WeBull
When people can't decide from a huge range, one option is to show curated lists that others have shared, so they choose from a handful rather than everything.
Example from
Swiggy
For size or tier choices, it may help to explain each option visually and recommend one based on the item, so people confirm a choice rather than compare them all.
Example from
Vinted
For people stuck browsing a big catalogue, consider adding a button that suggests one random item, removing the choice for those who don't mind what they get.
Example from
Headway
Possible impacts
Cutting equivalent options or highlighting a recommended one could raise conversion rates, as people spend less time comparing and more often reach a decision.
Grouping and labelling options might help users understand a product more easily, as they scan a few clear categories rather than weighing up every item at once.
Narrowing a long list of plans or products to a few clear choices could increase purchases, as fewer customers give up on a decision that feels too hard to make.
Offering fewer, clearer options in forms may improve the quality of what users enter, as they're less likely to guess or pick at random when the choice feels simpler.
Written by Peter Ramsey
Published: