Empty State Copy
Say why it is empty, and give exactly one thing to do about it.
Definition
Empty state copy covers first use, cleared lists, filtered-to-nothing results and failed searches. The four situations look identical and need completely different words.
Expert heuristic. A review criterion developed by practitioners. Useful and widely taught, but evaluated by judgement rather than measurement.
On this plate
Reach for this when
- Designing first-run, search, filtered lists or any collection view.
- Onboarding completion is low and the first screen is blank.
- A screen can be empty for more than one reason and currently says the same thing for all of them.
Common mistakes
- One generic empty state reused for every cause.
- Empty states with no action at all.
- Confusing empty with loading, or with an error.
Four empties, four messages
| Situation | Weak | Best |
|---|---|---|
| First use, nothing created yet | No projects | No projects yet. Create one to start tracking work, or import from a CSV. |
| Search with no matches | No results | Nothing matched "blue chairs". Try a shorter phrase, or browse seating. |
| Filters exclude everything | No items | No items match these four filters. Clear the date range to see 84 results. |
| Everything is done | Empty | Inbox clear. New requests will appear here. |
| Permission or access limit | No data | You do not have access to this workspace's reports. Ask an admin for the Analytics role. |
Writing them
Do
- Name the cause in the first sentence.
- Offer one primary action, and make it the action that actually resolves the state.
- Where a filter caused it, say which filter and offer to remove it.
- Treat the completed case as a success rather than an absence.
Do not
- Do not use the same message for first use and for zero search results.
- Do not make the reader guess whether the screen is empty or still loading.
- Do not fill the space with an illustration and nothing else.
- Do not apologise for a state that is normal.
Words for each kind of empty
Do
- For first use, describe what will be here and give one action.
- For a cleared list, say what happened and offer the way back.
- For no results, name the filter or the query, and offer to relax it.
- For an error, say it failed and offer a retry, without pretending it is empty.
Do not
- Congratulate the reader on an emptiness they did not choose.
- Use the same illustration and line for all four.
- Write a paragraph where a sentence and a button would do.
- Leave the reader to work out whether the data is missing or the request failed.
In practice
- i.
Sample data instead of an empty canvas
An analytics product that starts with a working sample dashboard teaches its layout, filters and chart types with no copy at all. Removing the sample takes one click, and it is only offered once there is real data to replace it with.
- ii.
Nothing found, and no way to relax it
Filtered to nothingNo results, with four filters silently applied, reads as a product with no content. Naming the filters and offering to remove the most restrictive one turns the dead end into a next step.
Local chart
WRT·010 · Region III · Grid F2
This entry and the entries it is stated to connect with. Each line is labelled with what the connection means.
Continue from here
Each link says what the connection is, so you can tell a principle from an alternative from a thing people mix this up with.
Principles behind this
The reasoning this solution is an application of.
- Paradox of the Active UserPSY·007 · Psychology
Related concept
Connected closely enough to change how you apply this.
- Empty StatesPAT·010 · Pattern
- Loading StatesPAT·011 · Pattern
- OnboardingPAT·014 · Pattern
- SearchPAT·002 · Pattern
- MicrocopyWRT·001 · UX writing
- Onboarding CopyWRT·016 · UX writing