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A year ago…

A psychological approach to designing interfaces →

Do you ever get that feeling when you’re in a supermarket, looking at a sea of different types of toothpaste and you have no idea what to get?

The reason why you get overwhelmed by these excessive options has to do with, you guessed it, psychology. British psychologist William Edmund Hick and his American colleague Ray Hyman discovered that the greater the number of potential choices, the longer it will take to make a decision.

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