Have you ever really thought about the screen that greets you the first time you open an app or website, when a search returns nothing, or when you fill out a form incorrectly? Most design processes focus on the "ideal" scenarios — the homepage, the product listing, the checkout screen. Yet one of the moments users encounter most often in real life is precisely when there's no data, when something has gone wrong, or when the expected result never arrives. This is exactly where empty state design comes in, becoming an invisible yet remarkably powerful layer that determines a product's overall quality.
Empty state design and error message design are among the most neglected components of digital products — and also among the ones that most heavily influence user satisfaction. When an empty state screen isn't set up properly, the user can end up confused, unsure of what to do next, or even ready to abandon the product altogether. In this article, we'll take a deep look at why empty state and error message design matter so much, which principles should guide them, and how to build effective user guidance strategies.
By the end of this guide, you'll see that every "empty" or "error" screen in your product is actually a window of opportunity. With the right messaging, the right visual language, and the right guidance, these screens can stop being places where users get lost and instead become points that show them the way forward.
What Is Empty State Design, and Why Does It Matter?
An empty state is the interface condition presented to a user when a screen has no content, data, or results to show. This can be the very first moment after opening a brand-new account with no content yet, a search query that returns no results, a filter that matches no records, or the moment a user clears out an entire list. In short, any screen that carries the message "something should normally be here, but right now there isn't" represents an empty state scenario.
The importance of empty state design often gets overlooked precisely because it takes a back seat during the product development process. Teams typically design and test what we call the "happy path" — the scenario where everything goes smoothly. But when you actually look at real usage data, a significant portion of users encounter at least one empty screen or error message at some point. When these screens are left undesigned, users are met with whatever a developer's default output happens to be: a blank white page or an incomprehensible technical string. This damages the perception that the brand is careful, trustworthy, and user-focused.
A well-crafted empty state doesn't just say "there's no content here" — it explains to the user why they're seeing this screen, clearly points to the next step, and, where possible, uses a tone that reflects the brand's personality. For example, a user logging into a new project management tool for the first time and encountering an empty task list should see "No tasks yet" alongside a "Create your first task" button, and clicking that button should feel like it takes them directly to the relevant form. This small detail directly shapes the quality of the user's very first interaction with the product.
Finally, another crucial dimension of empty state design is that it should reassure the user. Users need to understand that an empty screen is a natural state, not an error. Otherwise, they may start wondering "did something break?" and respond by refreshing the page, closing and reopening the app, or giving up entirely. For this reason, every empty screen should be carefully designed to give users a sense of calm and direction.
Types of Empty States: Not All Emptiness Is the Same
The concept of an empty state isn't a single scenario — it actually spans several distinct subtypes, each driven by different underlying motivations. Distinguishing between these types is critical for choosing the right messaging and visual approach for each one. Broadly speaking, we can talk about four main categories.
The first category is "first use" empty states. When a user first starts using a product, they haven't generated any data yet; this is a natural and positive kind of emptiness. The goal in these screens is to quickly guide the user toward the product's value and encourage them to take their first action. The tone here should generally be inviting, motivating, and educational.
The second category covers states that users have "cleared out" themselves. For example, a user who has read and archived every message in their inbox, or completed every task on a to-do list, arrives at an empty screen. This is actually a moment of accomplishment, and the design should celebrate it — giving the user a sense of "you finished the job, nice work." These kinds of empty states represent one of the rare positive emotional moments in a product experience, and that opportunity shouldn't be wasted.
The third category is "no results found" states. This usually shows up after a search or a filter action. The user has searched with specific criteria, but nothing matched. Here, the goal is to offer alternative suggestions without placing blame (without implying the search term was wrong), give the option to clear filters, or suggest loosening the search criteria.
The fourth category is "access or permission missing" states. These appear when a user doesn't have permission to view specific content, or when a feature is locked behind a premium plan. In this scenario, the message needs to be both clear and directive — it should explicitly state why the user can't access something and how they can gain access. Distinguishing these four types from one another allows you to develop a different tone of voice and visual strategy for each.
The Components of an Effective Empty State Screen
A strong empty state design generally consists of four core components: a visual (illustration or icon), a headline, descriptive text, and a call to action. Each of these components carries out an important job on its own, and together they channel the user in the right direction.
The visual component prevents the screen from feeling entirely "broken" or "incomplete." A simple icon, a light illustration, or graphics aligned with the brand's identity fills the void and signals that the screen was deliberately designed this way. That said, it's important not to overdo it here — overly complex or meaningless illustrations can distract the user from the actual message. The purpose of the visual is to reinforce communication, not to decorate.
The headline should be short and clear. Instead of generic phrases like "There's nothing here yet," context-specific headlines tailored to the situation are far more effective. For instance, in a messaging app, "Your conversation history is empty" carries far more meaning than a generic phrase like "No data." The headline should let the user instantly recognize the context they're in.
The descriptive text is a short paragraph that supports the headline, explaining to the user why they're seeing this screen and what they should do next. This text should avoid technical jargon and be written in a friendly, easy-to-understand tone. Finally, the call to action is the button or link that directs the user to their next step. This button should be as specific as possible — instead of generic phrases like "OK" or "Continue," action-oriented phrases such as "Create your first project" or "Clear filters" should be preferred.
The balanced use of these four components ensures that empty state design succeeds both aesthetically and functionally. It's worth noting that not every component is mandatory — in some simple interfaces, a short line of text and a button may be enough. What matters is building a minimal, effective composition suited to the context.
Core Principles of Error Message Design
Error message design is closely related to empty state design, but it rests on a different psychological foundation. When users encounter an error message, they typically feel frustration, confusion, or anxiety. For this reason, designing error messages isn't just about informing — it's also about performing a kind of emotional repair.
The first principle is clarity and transparency. You need to explain clearly what happened. Vague phrases like "An error occurred" leave the user feeling helpless. Instead, offering a concrete and understandable explanation — such as "Your changes couldn't be saved because your internet connection dropped" — helps the user grasp the problem. Technical error codes (phrases like "Error 500") only mean something to developers; for the average user, these codes carry no meaning and only erode trust.
The second principle is avoiding blame. Error messages shouldn't be written in a tone that accuses the user. Instead of "You entered incorrect information," a more neutral and constructive phrasing like "The information entered isn't in the right format, please check it" should be preferred. This small difference in language keeps the user from feeling bad about themselves and preserves their trust in the product.
The third principle is being solution-oriented. Wherever possible, every error message should include a suggested fix. Simply stating the problem isn't enough — you also need to answer the question "what should I do now?" For example, in a file upload error, saying "File size is too large, please choose a file smaller than 10 MB" gives the user a directly actionable path, rather than just "File size is too large."
The fourth principle is consistency. The language, tone, and visual style used for error messages across the product should remain consistent. Using a warm, casual tone on one screen and a cold, technical one on another raises doubts in the user's mind about the product's overall coherence. Consistency is a key factor that reinforces a brand's professionalism and trustworthiness.
User Guidance Strategies
One of the most critical jobs of empty states and error messages is guiding the user. Rather than leaving users at a dead end, you should always offer them a step forward. In this section, let's look at user guidance strategies under a few main headings.
First and foremost, every empty or error screen should offer at least one primary action. This action should lead the user directly to a path that either solves the problem or fills the gap. For example, when a search returns no results, a button like "Clear search" or "See popular content" prevents the user from staying passive and gives them an active next step.
The second strategy is offering contextual suggestions. Providing personalized recommendations based on the user's current situation makes the experience feel smarter and more helpful. For example, on an e-commerce site, when a search returns no results, suggesting products from similar categories reduces the likelihood that the user will leave the site. Suggestions like these turn an empty screen into an opportunity screen.
The third strategy is keeping return paths open. When a user encounters an error message, they should be able to easily go back to the previous step. Options like "Go back" or "Go to homepage" should always be accessible. Making users feel trapped seriously damages their trust relationship with the product.
The fourth strategy is providing easy access to help and support channels. For complex or recurring errors, it's helpful to offer a link that directs the user to a support center or FAQ section. However, this link shouldn't be used for every minor error — only for situations where the user might genuinely need help; otherwise it creates unnecessary complexity.
The list below summarizes the key points to keep in mind for effective user guidance:
- Offer the user at least one clear next step on every screen.
- Avoid technical language; use a tone close to everyday conversation.
- Highlight the solution, not the user's mistake.
- Use visual elements to support the message, not to distract from it.
- Always keep return and cancel options accessible.
- Direct users to support resources for recurring errors.
Visual Design and Tone: Reflecting Brand Personality
Empty state and error message design aren't purely functional tasks — they're also special moments where you can express your brand's personality. When users encounter these screens, they sense how thoughtful, careful, and human-centered the brand is. For this reason, visual language and text tone should be crafted consistently with the brand identity.
Color usage matters a great deal here. Overusing red in error messages can create an unnecessary sense of alarm for the user. For minor or non-critical errors, softer tones (warning colors like orange or yellow) can be preferred, while more critical errors involving the risk of data loss should use more pronounced colors. This way, users can also gauge the severity of an error from visual cues alone.
Typography and text length are other factors worth paying attention to. Text in empty states and error messages should be short, concise, and scannable. Long paragraphs distract the user and cause the core message to get lost. The headline should be understood at a glance, and the descriptive text shouldn't exceed two or three short sentences.
Balance is also key when it comes to illustration use. Overly playful or cartoonish illustrations may not suit a corporate or serious product. On the other hand, an entirely cold and mechanical visual language can keep users from forming an emotional connection with the product. Using a consistent illustration or icon set that matches the brand identity across all empty state and error screens helps the product deliver a cohesive experience.
Finally, microcopy writing is perhaps the most delicate part of this whole process. The words chosen, sentence structures, and even punctuation marks all shape how the user perceives the message. Finding a tone that's friendly yet professional, helpful yet not overdone, is a skill that requires ongoing experience and testing. For this reason, it's best not to write microcopy once and leave it — it should be continuously refined based on user feedback.
Comparing Empty States and Error Messages
Although the concepts of empty state and error message are often confused with one another, they actually serve different purposes and represent two distinct design problems. The table below summarizes the key differences and similarities between the two.
| Aspect | Empty State | Error Message |
|---|---|---|
| Cause | Lack of data or content | An unexpected problem or failed operation |
| User emotion | Curiosity, sometimes neutral or positive | Frustration, anxiety, irritation |
| Core purpose | Guidance and motivation | Information and providing a solution |
| Tone | Inviting, encouraging | Reassuring, solution-oriented |
| Visual intensity | Usually richer illustration | Usually simpler, attention-grabbing warning element |
| Call to action | Creating content, exploring | Retrying, correcting, getting support |
As this comparison shows, while both scenarios aim to guide the user toward their next step, the emotional foundation and tone need to differ. Empty state screens should encourage users to explore and take their first action, while error messages should prioritize easing the user's anxiety and offering a clear solution. Interfaces designed with this distinction in mind create a more consistent and reassuring sense of coherence in the overall user experience.
Evaluating Through the Lens of Accessibility and Inclusive Design
The accessibility dimension is often overlooked when discussing empty state and error message design. Yet these screens need to be understandable for users relying on screen readers, users with color blindness, or users with cognitive differences as well. For user guidance strategies to be genuinely successful, they need to be inclusive of everyone.
For color-blind users, expressing an error condition through color alone isn't enough. A red border or red text color might not be noticed by users with different color perception. This is why icons, text, and color should all be used together in error messages — the "error" condition should be indicated not just through a visual cue, but also through clear text.
For screen reader users, properly labeling empty states and error messages is critical. A visually displayed icon or illustration should either be read meaningfully by the screen reader or marked as decorative so it gets skipped. Additionally, having dynamically appearing error messages automatically announced to the user's point of focus (for example, through live region announcements) ensures that visually impaired users are made aware of the error.
From a cognitive accessibility standpoint, simplicity of language stands out. Complex sentence structures, excessive technical terms, or vague phrasing create an added burden for users with cognitive differences. Using short sentences, clear calls to action, and consistent terminology makes the experience easier for all user groups. This approach also improves overall usability, since plain language is more understandable for everyone.
Finally, keyboard navigation support shouldn't be forgotten either. Action buttons on empty state or error screens should be accessible and triggerable using only the keyboard, without a mouse. This detail directly affects product usability for users with limited motor skills. Accessibility should be treated as a core requirement of empty state design, not an optional add-on feature.
Common Mistakes to Avoid
There are certain pitfalls that teams frequently fall into during the empty state and error message design process. Being aware of these mistakes helps you build more solid, user-friendly screens.
One of the most common mistakes is skipping empty states entirely during the design process. Because teams typically focus on content-rich scenarios, no design work gets done for empty states during development, and the result is either a blank area or a generic system message on screen. This gives users the impression that "the product is incomplete" or "something is broken."
The second common mistake is using overly technical language in error messages. Error codes or technical terms that make sense to developers mean nothing to the average user and leave them even more confused. These kinds of messages can be logged for the technical team, but the text shown to the user should always be simple and understandable.
The third mistake is handling all empty states with the same template. As mentioned earlier, different scenarios — first use, user-cleared, no results found, and missing permissions — each require a different tone. Applying the same generic "No data found" message to all of them makes the experience feel shallow and careless.
The fourth mistake is leaving screens without a call to action. Simply informing the user of the situation without offering any next step leaves them in a passive position. Every empty or error screen should include at least one suggestion or button that helps the user move forward. Avoiding these four mistakes will significantly improve the quality of your empty state and error message design.
Testing and Continuous Improvement
Empty state and error message design isn't something you do once and forget — it's a living process that needs continuous testing and refinement. As user behavior, devices, and the product itself evolve over time, these screens need to be updated as well.
User testing is the most reliable way to measure the real impact of empty states and error messages. In moderated tests with real users, you can directly observe how participants feel when they read an error message, what step they take next, or where they hesitate. These observations reveal small but impactful changes that need to be made to the text and design.
Analytics data is also a valuable resource in this process. Data such as how often users abandon the app during sessions where a specific error message is shown, which button they click, or how long they spend looking at the page reveals which screens need improvement. An error screen with a high abandonment rate should be revisited as a priority.
A/B testing can be used to compare the impact of different text tones or visual approaches. For example, measuring how changing a button's text from "Try Again" to "Reload Now" affects click-through rate allows you to make data-driven decisions. These small changes can add up to significant differences in overall user satisfaction.
Finally, feedback from support teams shouldn't be ignored either. Which error messages users ask the most questions about or complain about the most offers concrete clues about which screens need to be rewritten. Treating empty state and error message design as an inseparable part of the product's overall quality control process builds a more solid and reliable user experience over the long run.
Frequently Asked Questions
Is empty state design just a visual detail, or is it a functional necessity?
Empty state design is both a visual and a functional necessity. Visually, it prevents the screen from looking broken or incomplete; functionally, it gives the user a clear next step. Because of this dual role, empty state screens aren't a detail that can be left to chance in product design — they're a core component that needs to be planned deliberately.
Should technical error codes never be used in error messages?
Technical error codes don't need to be removed entirely, but they shouldn't be the focus of the main message shown to the user. The code can appear as small, secondary information below the message if needed, which can be useful when communicating with support teams. However, the primary message should always be simple, understandable, and solution-oriented.
How much time should small-scale projects dedicate to empty state and error message design?
Regardless of project scale, short and concise messages should be prepared for at least the core scenarios (first use, no results found, general error). Elaborate illustrations or animations can be postponed on time-constrained projects, but clear, guiding text should be a priority at any scale. This is a low-cost, high-impact investment.
Is it appropriate to use humor in empty state screens?
Humor can work well as long as it fits the brand's personality and doesn't clash with the user's context. However, using a humorous tone during a critical error (for example, a situation involving the risk of data loss) can give the impression that you're taking the seriousness of the situation too lightly. For this reason, humor is a better fit for low-risk, positive empty state scenarios (such as a completed list).
Is it a good idea to add multiple buttons for user guidance?
The general rule is to focus on a single primary call to action. Offering too many options can make it harder for the user to decide. A secondary option (such as "Go back") can be added if needed, but it's important that the primary action stands out visually and is clearly emphasized.
Should empty state design be handled differently on mobile versus desktop interfaces?
While the core principles remain the same across both platforms, on mobile, screen space is limited, so text should be kept shorter and visuals should be more compact. On desktop, the larger available space may make it possible to offer additional explanations or suggestions. In both cases, the priority should be the clarity of the message and how clearly the call to action stands out.
Conclusion
Empty state design and error message design are among the invisible yet remarkably powerful cornerstones of digital products. The real user experience isn't shaped only by moments when everything goes smoothly — it's also shaped by moments when there's no data, when a search returns nothing, or when an operation fails. Designing these moments with care is a powerful opportunity that makes users feel valued, builds trust, and reflects the quality of your brand.
As we've covered in this article, correctly classifying empty state scenarios, determining the right tone and visual language for each one, crafting error messages that are clear and solution-oriented, consistently applying user guidance strategies, and keeping accessibility in mind throughout the process are all foundational building blocks of a solid user experience. When these elements come together, no matter what screen a user encounters, they feel guided rather than lost.
If you haven't yet approached your product's empty state and error message screens with this level of depth, revisiting this area with a professional perspective can yield significant long-term gains in user satisfaction and brand perception. These seemingly small details actually hold the potential to make a huge difference in the overall user experience.