Hick's law

Hick's law, or the Hick–Hyman law is named after British and American psychologists William Edmund Hick and Ray Hyman. It describes the time it takes for a person to make a decision as a result of the possible choices.
Increasing the number of choices increases the decision time logarithmically. The amount of time taken to process a certain amount of bits in the Hick–Hyman law is known as the "rate of gain of information".
Hick's law may support some computing menu design decisions. For example, to find a given word (e.g. the name of a command) in a randomly ordered word list (e.g. a menu). If the list is alphabetical, and the user knows the name of the command, he or she may be able to use a subdividing strategy that works in logarithmic time.