A quantitative model is proposed to explain the indentation size effect (ISE) often observed in the hardness response of hard brittle materials, namely that hardness is observed to increase with decreasing indentation size. The model is based on a mixed elastic/plastic materials deformation response whereby plastic deformation occurs in a discrete manner progressively to relieve stresses created by elastic flexure of the surface at the edges of the indentation. During unloading of the indenter, recovery of the elastic increment of deformation, which precedes each new band of plastic deformation, results in the indentation appearing smaller than expected, particularly as the indentation sizes decrease to approach the scale of the plastic deformation band spacing. The model fits observed experimental data well and analysis of hardness/size data in this way is shown to allow both a bulk hardness value and a characteristic deformation band scale to be calculated for a given sample.