Empty states consist of a header, a message, or both. There are different types of empty states:

1. First touch, initial state, or “getting started” empty states are displayed when the user accesses a feature for the first time and it has no content

2. No search results

3. No data

4. All done / Success

The header should succinctly describe why there is no content.¹ It should be short, clear, and scannable, containing the most important info that the user needs to know. It should be able to stand on its own without an additional message, especially if there isn't an actionable next step.

The message can provide instructions or elaborate on why the user is seeing the empty state. If the user needs to take an action, the message should provide guidance. Use a header and a message together when more detail and clarity is needed.

If there is a button that the user should select, include it under the empty state if possible. Otherwise, include explicit instructions in the message. Put quotation marks around the button label. Don't say "above" or "below" to help the user locate the button.

No campaigns Create a new campaign or adjust the filters. [Create campaign]	Nothing to see here! There aren't any campaigns.

No campaigns Select "Create campaign" or adjust the filters.	No campaigns Select Create campaign above to get started

No properties Select "Add property" to get started	No properties found for this vendor Select Add properties to add properties for this vendor.

Use sentence case. For the message text, use punctuation when necessary and include a period at the end. Headers never have punctuation. Only use title case for proper nouns, referring to other items on the page, or for acronyms. Put quotations around words that refer to buttons or links on the page.²