
Show 4 Options or Fewer in Choices
Four items are a critical threshold because of parallel individuation.
Humans feel choice overload.
Too many options? We give up.
But how many is too many? I think 4 options is the threshold.
Look at these squares:

You see 4 items. But your brain doesn't need to count them. It knows that 4 items exist immediately. It's called parallel individuation (Gallivan et al., 2011).
Humans possess this ability up to 4 items, but it collapses with 5 items:

Five items are a critical threshold in which options feel like "a lot" — an unknown quantity that is large enough to require counting.
Therefore, choices feel difficult with 5+ options.
How to Apply It
What if you need to show 5+ options?
Well, you just need to group them.
Consider this navigation menu on HubSpot:

It groups 12 links into 4 sections.
This choice is now two mini-decisions:
- Which section should I view? (4 options)
- Which link should I click? (3 options)

Despite 12 options in total, this choice feels easy because each mini-decision stays within the confines of parallel individuation.
The Takeaway: Categorize options into small groups that contain no more than 4 options. Even randomly assigned groups can work (Mogilner, Rudnick, & Iyengar 2008).
Exceptions
- Specific Searches. Choice overload is less prevalent when people are looking for a specific option. It's called top-down attention.
- Pleasurable Choices. Contemplating each item in a restaurant menu could feel good. In this scenario, perhaps more options are better.
- Gallivan, J. P., Chapman, C. S., Wood, D. K., Milne, J. L., Ansari, D., Culham, J. C., & Goodale, M. A. (2011). One to four, and nothing more: nonconscious parallel individuation of objects during action planning. Psychological science, 22(6), 803-811.
- Mogilner, C., Rudnick, T., & Iyengar, S. S. (2008). The mere categorization effect: How the presence of categories increases choosers' perceptions of assortment variety and outcome satisfaction. Journal of consumer Research, 35(2), 202-215.

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