Fewer website choices trick the brain into deciding faster
Digital designers are using a psychological law from the 1950s to speed up your shopping by deliberately hiding your options.
Modern web design is moving backward to go forward, using a principle called Hick's Law to trick the brain into making faster choices. Research shows that when a website offers fewer than seven options, users make decisions 35 percent faster. By stripping away sidebars and menus, designers reduce the 'cognitive load'—the amount of mental processing power required to navigate a page.
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