Placeholder text
Placeholder text is the sample text that sits inside a form field before the user types, showing an example of what the field expects.
Also known as:
Input placeholder, hint text
What is placeholder text?
Placeholder text is the light-gray sample text inside an empty form field, showing the user what kind of information the field expects. An email field might show "name@company.com" before the user clicks in to type. Placeholder text disappears the moment the user starts typing and usually returns if the field is cleared. It is not the same as the field label, which should always stay visible.
Email field: name@company.com
Search bar: Search for articles, terms or playbooks.
Date field: MM/DD/YYYY
Why does placeholder text matter?
Placeholder text is one of the smallest pieces of microcopy in a product, and a common place where brand voice slips. A generic "Enter text here" misses a chance to sound like the brand, while overly clever placeholder text can confuse users about what the field wants. The bigger risk is using placeholder text to replace a real label, which hurts accessibility: once the user starts typing, the only cue to the field's purpose disappears.
How do you use placeholder text?
Write placeholder text as an example of a valid input, not as instructions, so "name@company.com" works while "Please enter your email address" belongs in the label.
Keep a visible label above or beside the field so users who rely on screen readers or who lose focus still know what the field is for.
Audit placeholder text alongside button copy, error states and empty states, since these four pieces of microcopy set most of the product's voice.
