Opening an app and seeing… nothing? That’s a missed chance. When a user signs up and lands on a blank screen, they might get confused. Worse, they might just leave. That’s where empty states come in. These are the screens users see when there’s no data — yet. And they’re a golden chance to spark activation and get users moving.
What is an Empty State?
An empty state is the digital version of a welcome mat. It’s the screen you show when there’s no content to display. Think:
- A to-do app with no tasks.
- A photo album with no photos.
- A dashboard with no data.
In all those cases, the user is basically saying, “Help me get started.”
If your empty state just says “No content yet,” that’s a missed opportunity. You can do much better!
Why Empty States Matter
First impressions count. A lot. Poor empty states can confuse users. Great ones guide them.
Here’s why they matter:
- They set the tone. They’re one of the first things new users see.
- They guide action. They tell users what to do next.
- They reduce churn. Helpful empty states increase the chance a user sticks around.
In other words, they can be the difference between a curious beginner and a power user.
Give It a Personality
Just because it’s empty doesn’t mean it should be bland. Give your empty state some flavor! A little humor works wonders. So does being warm and human.
Here’s a good example:
“Looks like you haven’t added any tasks yet. Ready to become a productivity ninja?”
Compare that to:
“No tasks available.”
Which one makes you want to take action?
Offer Clear Guidance
Users shouldn’t have to guess what to do next. The best empty states are hand-holders.
Some things you can include:
- Tips — “Click the + to add your first goal.”
- Micro-tutorials — A short walkthrough for first-time users.
- Links to docs or help articles.
Make the next step obvious. Even better — make it fun.
Show a Real Example
Sometimes, users need a little inspiration. Show them a sample of what a “full” version looks like. This can spark ideas and encourage them to participate.
For example, if you’re building a music playlist app, show a sample playlist:
“Here’s what your playlist might look like once you’re up and running.”
Seeing what success looks like makes users want to get there.
Focus on Action
Don’t just tell users the screen is empty. Invite them to do something about it.
Examples of great call-to-action (CTA) buttons:
- “Create your first board”
- “Upload your first photo”
- “Start a project”
These CTAs tell the user exactly what to do — and give them the power to do it easily.
Keep It Visual
Humans are visual creatures. Icons, illustrations, and animations can make your empty states more delightful and less… well, empty.
Use pleasant visuals that match your brand. A little charm goes a long way.
Examples You Can Learn From
Let’s look at some products that do this well:
- Trello: Shows a simple illustration with a button that says “Create your first board.”
- Dropbox: Uses friendly copy like, “This folder is looking a little empty.”
- Duolingo: Makes empty states motivating — “Time to start your language journey!”
Each of these not only fills the space — but sparks action.
Common Mistakes to Avoid
Empty states should be helpful. Here are a few traps to dodge:
- Too much text — Keep it short and engaging.
- No visuals — A plain screen is forgettable. Add an icon or illustration.
- No next step — Don’t leave users guessing. Include a clear CTA.
If users land on your empty state and do nothing… that means it failed.
Customize When You Can
Personalization makes empty states even better. If you know something about the user, use it!
For example, if someone just created a “Design” workspace, say:
“Welcome to your Design workspace. Add your first project to get started!”
It’s a small touch — but feels way more human than a one-size-fits-all message.
The Activation Power of Empty States
Activation is when a user gets to their “aha” moment — the point where they understand the value of your product. A good empty state drives this moment faster.
Think of it this way:
- Bad empty state: “No data yet.”
- Great empty state: “Add your first habit and start your journey toward success.”
The second one nudges the user forward. It speaks to their goals. That’s powerful.
Recap: What Makes a Great Empty State?
Here’s a simple checklist:
- Warm and welcoming tone
- Helpful explanation of what the user can do
- Clear CTA to guide action
- Visuals that delight and help understanding
- Optional: sample content to inspire and guide
Final Thoughts
Empty states aren’t a design afterthought. They’re a big part of your user’s first impression.
Done right, they guide. They inspire. They activate. They turn new users into loyal ones.
So next time you see an “empty” screen in your app or site… don’t leave it blank.
Fill it with purpose. With personality. With action.
That’s how you turn empty into awesome.
