Hick’s Law
Hick’s Law & the 1.5‑Second Scroll
Quick Read summary:
Hick’s Law = More options → slower decisions
1.5 seconds = The time you have to earn a scroll stop
Keep interfaces clean, but intelligently packed
Use micro-hierarchy to guide the user’s eyes
Avoid being overwhelmed with too many choices up front
Let whitespace support, not reduce, your information
Speed is more than just a UX issue in digital commerce today; it is also a currency for conversion. One of the most overlooked design principles that explains why users hesitate or bounce is Hick’s Law.
What is Hick’s Law?
Hick’s Law states that the time it takes to make a decision increases with the number of choices available.
In terms of design, more options equal more friction. In eCommerce, that translates to: more clutter = fewer clicks.
Now, pair that with the 1.5-second mobile scroll rule the average amount of time users spend evaluating a product image, ad, or interface before moving on.
The challenge?
How do you give enough information to convert… without overwhelming or boring your user?
Finding the Balance: Density vs. Clarity
Your product or landing page needs to communicate core value fast, but also tell a compelling story. Here’s how to do it:
Prioritize Micro-Hierarchy
Not all information deserves equal weight. Design your content like a conversation:
Headline = Hook
Subtext = Reason to trust
Visual = Proof
Limit Active Choices
Instead of 6 CTA buttons or 10 product variants upfront, show the top 2–3 and guide the rest through scroll or interaction.
Compress with Intent
Use icons, badges, overlays, and inset imagery to embed more meaning into less space. Don’t just add visuals, make them work harder.
Use Rhythm, Not Clutter
Whitespace isn’t empty, it's breathing room. A well-spaced layout increases scanability without sacrificing density.
Conclusion
By combining the psychological clarity of Hick’s Law with the speed demanded by mobile-first design, your product pages, ads, and UIs can deliver both depth and decisiveness.
At Kupar Studio, we specialise in designing for scroll-first attention because if your message takes too long to land, it never will.