When to use which pattern, backed by data from 119 instances.
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Knowing that "50% of empty states use icons" doesn't tell you what YOUR empty state should use. Context determines everything—the same system uses different patterns in different situations.
These 8 frameworks provide context-specific guidance based on what 10 enterprise systems actually do. Each framework shows the pattern distribution for that context, which systems use which approach, and the microcopy patterns that work.
| Framework | Pattern | Tone | CTA | Key Rule |
|---|---|---|---|---|
| 1. First-use | Varies by product type | Dev: Neutral, Collab: Encouraging | Yes | Product type > context |
| 2. Search | Icon + minimal or text-only | 100% neutral | 50% none | Never illustrations |
| 3. Settings | Icon + CTA | 100% neutral | Yes (Add/New) | Never illustrations |
| 4. Dashboards | Show zeros | N/A | Usually none | Maintain layout |
| 5. Messaging | Varies by state | Completion can celebrate | Varies | Completion ≠ first-use |
| 6. Files | Illustration + drop zone | Neutral | None | Affordance > CTA |
| 7. Filtered | Minimal | 100% neutral | Clear filters | Different from search |
| 8. Templates | Modal or inline | Encouraging | Template cards | Always escape hatch |
The question: User encounters a feature for the first time. What do you show?
The answer depends on product type:
| Product Type | Pattern | Tone | Example Systems |
|---|---|---|---|
| Technical systems | Icon + CTA | 91% neutral | Linear, Retool, GitHub |
| Collaboration tools | Illustration + CTA | 58% encouraging | Slack, Asana, Atlassian |
| Data tools | Text-only or grid | 83-100% neutral | Airtable, Notion |
| Payment/SaaS | Icon + CTA | 69% neutral | Stripe |
Product type determines tone more than context does. Technical systems stay neutral even in onboarding.
The question: User searches and finds nothing. What do you show?
Universal pattern (10 of 10 systems agree):
| Element | Recommendation |
|---|---|
| Pattern | Icon + minimal text (75%) or text-only (25%) |
| Tone | 100% neutral (no exceptions) |
| Visual | Magnifying glass icon |
| CTA | 50% have none; rest offer "Clear filters" |
| Headline | "No results" or "No [noun] found" (2-4 words) |
Search is the ONE context where all systems agree. Never illustrations, never encouraging tone.
The question: Empty state in a configuration or admin area. What do you show?
Universal pattern (11 of 11 instances agree):
| Element | Recommendation |
|---|---|
| Pattern | Icon + Headline + CTA (100%) |
| Tone | 100% neutral (no exceptions) |
| Visual | Never illustrations |
| CTA | "Add" or "New" verbs |
| Headline | "No [noun] yet" or "You haven't..." |
Professional contexts demand professional aesthetics. No system uses illustrations in admin areas.
The question: Dashboard has no data yet. What do you show?
Universal pattern (7 of 7 dashboard instances agree):
| Element | Recommendation |
|---|---|
| Pattern | Show zeros, not empty message |
| Display | "$0.00", "0", "0%" |
| Layout | Maintain full structure |
| Charts | Show axes with 0 baseline |
| CTA | None in empty state (toolbar has actions) |
Layout must remain stable. Zeros communicate what metrics exist and will populate.
The question: Inbox or messaging area is empty. What do you show?
Depends on state:
| State | Pattern | Tone | CTA |
|---|---|---|---|
| First-use | Illustration + CTA | Encouraging | "Create channel", templates |
| Completion (inbox zero) | Text or illustration | Celebratory OK | Usually none |
Completion ≠ first-use. "All caught up" can celebrate; "No messages yet" should guide.
Locked sections: