In the world of design, development, and content creation, the term “text placeholder” is commonly encountered but often overlooked. However, understanding its role can significantly improve the user experience (UX) and the overall efficiency of digital interfaces. A text placeholder is a temporary piece of text used to indicate where actual content, input, or information will eventually go. These placeholders are primarily found in web design, software applications, forms, and documents, serving as helpful guides or markers.

While a text placeholder might seem like a minor feature, it plays a crucial role in making websites and apps more intuitive and user-friendly. It helps users understand what information is expected from them, provides structure to a page layout, and can even aid in accessibility for those with visual impairments. In content creation, text placeholders are often used as temporary text in drafts or design templates, allowing for easier content flow and layout testing.

This article will explore what text placeholders are, their different uses across various industries, how to use them effectively, and best practices to ensure they enhance rather than detract from the user experience. Whether you’re a designer, developer, or content creator, understanding text placeholders and their importance can help improve your projects and workflows.

KEY TAKEAWAYS

  • Text Placeholders Enhance User Experience: Placeholder text is a helpful tool for guiding users in input fields by providing hints or examples of what information is required, making interactions more intuitive.
  • Complement, Don’t Replace, Labels: While placeholders are useful for providing additional guidance, they should never replace visible labels, which ensure that users can always identify the purpose of each field, even after they start typing.
  • Be Clear and Concise: Effective placeholder text should be brief, specific, and easy to understand. Avoid overloading users with too much information or vague instructions, which can lead to confusion.
  • Accessibility Is Key: Ensure placeholder text is accessible by using high contrast, providing proper labels, and considering screen reader compatibility. Accessibility features are essential for users with disabilities.
  • SEO Impact Is Indirect: While placeholder text does not directly influence SEO rankings, using relevant, keyword-rich placeholders in search bars or forms can enhance user experience and indirectly improve engagement and site relevance.
  • Mobile Optimization: On mobile devices, placeholder text can improve form usability, but it’s important to ensure the text is legible and that it doesn’t disappear too quickly as users begin typing.
  • Avoid Common Mistakes: To maximize the effectiveness of placeholders, avoid relying on them as the sole source of instruction, using vague text, or neglecting contrast. Additionally, dynamic updates based on user input can improve feedback and reduce errors.
  • Testing and User Feedback: Continuously test placeholder text with real users to ensure it meets their needs. Gather feedback to improve clarity and functionality over time.

What is a Text Placeholder?

A text placeholder is a temporary piece of text or symbol inserted into a form field, content area, or template to indicate where content will appear or what type of input is required. It acts as a visual cue for users or content creators, helping them understand the structure or functionality of a specific element. The placeholder text often fades or disappears when the user starts typing or interacting with the element, making room for the actual content.

In web design and development, placeholders are most commonly seen in text input fields or search bars. For example, in an online form, a placeholder might display the text “Enter your email address” inside a field where the user is expected to input their email. This informs the user about what kind of information is expected and ensures a smooth, intuitive user interaction.

Text placeholders can also be used in document editing software (e.g., Microsoft Word, Google Docs) and design tools (e.g., Adobe InDesign, Figma) to temporarily represent content that will later be replaced with actual text or images. These placeholders help maintain the layout and flow of the document, even when the final content has not yet been inserted.

Types of Text Placeholders

Text placeholders can come in different forms depending on their purpose and context. Some common types include:

  1. Input Field Placeholders: These are used in forms or interactive fields to indicate what kind of information the user should enter. They often appear in light gray text to distinguish them from actual content.
  2. Layout Placeholders: These are used in design and content management tools to temporarily hold a place for images, paragraphs, or headings that will be added later.
  3. UI Component Placeholders: These are found in user interface (UI) components like buttons, dropdowns, or modal dialogs, guiding the user on how to interact with the element.
  4. Textual Placeholders in Documents: In word processing or desktop publishing software, placeholders such as “[Insert title here]” or “[Author’s name]” are used to prompt the user or designer to add specific information later on.

In all these cases, the primary function of the text placeholder is to serve as a guide for either the user or the designer, helping them understand what content is expected in that space.

Common Uses of Text Placeholders

Text placeholders are versatile tools that serve various purposes across different industries and platforms. Below are some of the most common ways in which text placeholders are used:

1. Web Design

In web design, text placeholders are commonly used in forms, search bars, and other user interface (UI) elements to guide users and help them understand what information is expected. For instance, in a login form, you might see placeholders like “Username” or “Password” in the respective fields. These placeholders assist users by clarifying what type of input is needed before they start typing, ensuring a smoother experience.

Additionally, in search bars, placeholders like “Search for products” or “Enter keyword” help set expectations, offering users a hint of what they can search for. Without placeholders, users might feel uncertain about what is required, especially on complex or unfamiliar websites.

2. Software Development

In software applications, especially those that involve user input, text placeholders play a significant role. These are found in fields like registration forms, comment sections, and data entry forms, where placeholders give clear instructions or examples. For example, in a date field, a placeholder might read “MM/DD/YYYY” to show users the proper date format.

Text placeholders are also useful in mobile apps, where the limited space can make it harder to convey instructions or examples. By including a placeholder text, developers can save screen space while still providing users with necessary guidance.

3. Content Creation

In content creation, particularly when using templates for articles, newsletters, or marketing materials, text placeholders act as a temporary stand-in for the actual content. Writers and designers often use placeholders like “Insert headline here” or “Add introduction text” to structure their documents. These placeholders allow creators to plan the layout and flow of the content before filling in the final text.

Text placeholders are also helpful in drafting documents or website pages where the final copy might not yet be available. This allows the team to visualize the page or document and make necessary adjustments in the design or layout.

4. Document Editing

Text placeholders are often found in word processors and desktop publishing software like Microsoft Word or Adobe InDesign. When creating templates for reports, presentations, or brochures, placeholders help users identify areas that need to be filled in with specific content. For instance, placeholders like “[Insert image]” or “[Insert title]” are used to indicate where images or titles should be added later.

These placeholders ensure that the layout remains consistent throughout the editing process, even when the final content is still being developed or sourced. It’s a helpful way to prevent layout errors, especially when working with larger, more complex documents.

Why Are Text Placeholders Important?

Text placeholders are more than just a convenience; they are vital for improving the user experience (UX) and enhancing the usability of web interfaces, apps, and documents. Below are some key reasons why text placeholders are important:

  1. Guidance for Users: Text placeholders help clarify what is expected from the user in input fields or forms. By offering concise instructions, they eliminate confusion and reduce errors, making it easier for users to interact with websites or apps.
  2. Improved User Experience (UX): With the help of placeholders, users are able to understand how to interact with a given form, search bar, or field without requiring additional instruction. This leads to a smoother, more intuitive experience, which is crucial for retaining users and increasing conversions.
  3. Time-Saving for Designers and Content Creators: For designers and content creators, placeholders allow for the quick creation of layouts and drafts. Placeholders can speed up the process of filling out a template or setting up a page design, as they give a visual representation of the final content.
  4. Enhanced Accessibility: Properly designed placeholders contribute to accessibility by offering cues to users with visual impairments or cognitive disabilities. Screen readers, for example, can read aloud the placeholder text, guiding the user on what information is needed. However, it’s important to make sure that placeholders are designed in a way that they are both useful and clear.
  5. Consistent Layout: Text placeholders maintain consistency in design and layout. They act as temporary markers, ensuring that elements like titles, images, and input fields are placed correctly even before the actual content is available. This is especially helpful in collaborative projects where multiple individuals might be involved in content creation and design.

How to Use Text Placeholders Effectively

While text placeholders are a useful tool, their effectiveness depends on how well they are implemented. When used correctly, they enhance the user experience, improve design workflow, and increase overall efficiency. Below are some best practices for using text placeholders effectively across various applications:

1. Best Practices for Web and App Design

When incorporating text placeholders in forms or other interactive UI components, consider the following tips:

  • Be Clear and Descriptive: The placeholder text should clearly indicate what information is required. Avoid vague terms like “Enter text” or “Fill out the field.” Instead, use descriptive placeholders such as “Enter your email address” or “Search for products.” This ensures that users know exactly what to input without further guidance.
  • Keep it Concise: While the text should be clear, it should also be brief. Avoid lengthy instructions or explanations in the placeholder text. Short, to-the-point messages are more effective and won’t overwhelm the user.
  • Use Appropriate Visual Styling: Placeholder text is usually displayed in a lighter color than the user’s input, typically gray. However, ensure that the contrast is high enough for readability. The text should not blend in with the background, especially for users with visual impairments.
  • Avoid Relying Solely on Placeholders: While placeholders can help, they should not be your only method of providing instructions. Make sure there are other ways to assist users, such as labels next to input fields or tooltips. Placeholder text should disappear when the user begins typing, which can sometimes cause confusion if there are no other cues.

2. Accessibility Considerations

To ensure text placeholders are accessible to all users, including those with disabilities, follow these guidelines:

  • Don’t Use Placeholders as Labels: Placeholder text should complement, not replace, labels. Relying on placeholders alone for labeling fields can cause issues for users with screen readers. It’s recommended to include both a label (e.g., “Email Address”) and a placeholder (e.g., “Enter your email”).
  • Use ARIA Attributes: If you’re designing web forms, be sure to use ARIA (Accessible Rich Internet Applications) attributes to make the placeholders and their corresponding fields accessible. This helps screen readers understand and announce the purpose of the placeholder text.
  • Ensure Proper Color Contrast: Placeholder text should be legible for all users, including those with visual impairments. Test your design for adequate contrast between the placeholder text and background, ensuring that it meets accessibility standards (WCAG 2.0).
  • Provide a Clear Focus State: When users tab through form fields, ensure that the placeholder text disappears when they begin typing and that a visible outline or focus state appears around the field. This provides feedback and lets the user know where they are on the form.

3. Common Mistakes to Avoid

Although text placeholders are designed to make things easier, there are some common pitfalls to avoid:

  • Using Non-Descriptive Placeholders: One of the most frequent mistakes is using placeholder text that doesn’t provide enough information. For example, a placeholder saying “Enter something here” is not helpful to users. Always aim to provide clear, actionable instructions or examples.
  • Overloading with Placeholder Text: Using too many placeholders or making them too long can overwhelm the user. Keep the placeholder text simple and focused on the task at hand. A cluttered design can frustrate users and cause confusion.
  • Neglecting Mobile Responsiveness: Ensure that placeholder text is optimized for mobile devices. Mobile screens are smaller, and placeholder text should be easy to read without requiring the user to zoom in. Additionally, placeholder text should adjust dynamically for different screen sizes.
  • Ignoring Placeholder Behavior: The placeholder text should disappear once the user starts typing, but don’t let it disappear too quickly. If the user clicks on a field and then clicks away without entering text, the placeholder should return, providing clarity on what was expected.

Popular Examples of Text Placeholders

Text placeholders are commonly seen in everyday digital interactions, making them a ubiquitous feature in many apps, websites, and software tools. Below are some real-world examples of text placeholders, highlighting their use in different contexts:

1. Web Forms

One of the most common applications of text placeholders is in web forms, where they guide users in providing the correct type of information. Examples include:

  • Google Search: The Google search bar displays the placeholder “Search Google or type a URL” to prompt users on how to use the search function. The placeholder text quickly disappears once the user starts typing, ensuring a smooth and intuitive interaction.
  • Sign-Up Forms: On many websites, such as social media platforms or e-commerce stores, placeholder text is used in sign-up or login forms. For example, “Enter your email address” or “Choose a strong password” are clear instructions to users on what information to provide.

2. E-Commerce Websites

E-commerce websites often use text placeholders to simplify the shopping process for users:

  • Product Search Bars: Many e-commerce sites, such as Amazon or eBay, use placeholders like “Search for products, brands, or categories” to guide users in finding what they need. These placeholders offer hints about how to search and what types of products can be entered.
  • Checkout Forms: When filling out shipping or payment details, placeholders like “Enter your shipping address” or “Card number” help users understand exactly what is required in each field. This reduces errors and makes the checkout process more efficient.

3. Mobile Apps

Mobile apps, especially those involving user interaction such as messaging, banking, and shopping, frequently use text placeholders for various tasks:

  • Messaging Apps: In chat apps like WhatsApp or Facebook Messenger, text placeholders like “Type a message” or “Search contacts” provide clarity on what users should do. These placeholders guide users through the app’s features while saving screen space.
  • Banking and Finance Apps: Placeholder text in mobile banking apps, such as “Enter amount” or “Account number,” makes the process of transferring money or paying bills simpler for users. The placeholders help users understand what each field represents.

4. Document Editing and Design Tools

Text placeholders also appear in document creation tools, allowing users to organize content before finalizing the details:

  • Microsoft Word or Google Docs: When working on templates or drafts, placeholders like “[Insert title]” or “[Author name]” help structure the document. These placeholders make it easier to plan out the document’s content layout before filling in the actual information.
  • Design Tools: In tools like Adobe InDesign or Canva, placeholders are used to represent text blocks or images that will eventually be added to a layout. Designers use placeholders such as “Insert heading here” or “Place image here” to map out the design and flow of the document or graphic.

5. Social Media Platforms

Social media platforms also use placeholders to guide users in creating posts or filling out forms:

  • Facebook and Instagram: When creating a post, you might see placeholder text like “What’s on your mind?” or “Write a comment…” to prompt users on what type of content to input. Similarly, when uploading a photo or video, placeholders like “Add a caption” appear to guide users in describing their content.
  • Twitter: Twitter uses placeholder text in the tweet box, such as “What’s happening?” to encourage users to post updates or thoughts. The placeholder text is designed to be inviting and brief, ensuring that users know exactly what they can do in that space.

Why These Examples Work

These examples demonstrate how text placeholders play a key role in simplifying interactions and guiding users through various tasks. They help streamline workflows, reduce errors, and enhance the overall user experience. By providing clarity on what is expected, placeholders ensure that users know what to do, increasing the likelihood of successful interactions.

The use of placeholders in web forms, apps, and design tools not only saves time for users but also contributes to cleaner, more organized interfaces. By incorporating clear and effective placeholder text, designers, developers, and content creators can ensure that their digital products are intuitive and user-friendly.

The Role of Placeholder Text in SEO

While text placeholders are commonly used to improve user experience and interface design, they can also have an impact on search engine optimization (SEO). Understanding the relationship between placeholder text and SEO is crucial, as it can influence how search engines perceive and index a website or page.

1. Placeholder Text and SEO Visibility

At first glance, placeholder text may seem to have no bearing on SEO, since it typically disappears once the user starts typing. However, the way placeholders are implemented can indirectly affect how search engines interact with the content of a webpage.

  • Crawlability of Content: Text placeholders are often hidden from search engine crawlers once users start interacting with a page. However, search engines like Google still crawl the source code of a webpage, including form fields and placeholder text. While placeholder text itself doesn’t contribute to page content that is indexed, it can provide contextual clues about the content or functionality of a form or search bar. Properly optimized placeholder text can indirectly enhance the SEO of a page by improving user experience, which can lead to higher engagement and more frequent visits.
  • User Engagement and Bounce Rates: While placeholder text doesn’t directly impact search engine rankings, it does affect user engagement. Clear, informative placeholders encourage users to interact with a form or input field, which can lower bounce rates and improve the time users spend on your website. Since search engines consider user engagement signals like these, placeholder text that contributes to a positive user experience can have an indirect benefit on SEO.

2. Best Practices for SEO-Friendly Placeholder Text

To ensure that placeholder text contributes to both user experience and SEO, consider these best practices:

  • Incorporate Relevant Keywords: If appropriate, use keywords in your placeholder text that reflect the content or functionality of the page. For example, in a product search bar, placeholder text like “Search for shoes, accessories, or clothing” can include keywords that match what users might search for on your site. This can help improve visibility for relevant search queries while guiding users on what to enter.
  • Avoid Overstuffing Keywords: While it’s tempting to load placeholder text with keywords to improve SEO, it’s important to avoid keyword stuffing. The primary goal of placeholder text is to provide clear and helpful guidance to users, so keep it natural and user-focused. Using keyword-rich, but still meaningful and concise, text will provide value both to users and search engines.
  • Focus on User Intent: The best placeholder text aligns with user intent. Consider what users are most likely to enter or search for and use that information to create helpful placeholder text. For example, a search bar with a placeholder saying “Find your favorite books, movies, or games” aligns with users’ likely interests and makes the interface more intuitive.
  • Do Not Rely Solely on Placeholders for Content: While placeholders are helpful for guiding users through interactions, they should not be the main source of content on your webpage. Always ensure that there is real, indexable content on the page that can be crawled by search engines. Placeholder text should be supplementary, not a replacement for actual content.

3. Impact of Placeholder Text on Mobile SEO

Mobile optimization is a significant factor in SEO, especially since mobile-first indexing is now the standard for Google’s ranking algorithms. Placeholder text can improve the mobile experience by making forms and search bars easier to navigate on smaller screens.

  • Optimized for Touchscreens: Placeholder text can make mobile forms easier to fill out by providing clear instructions on what users should enter. By using placeholder text effectively in mobile forms, you can enhance usability and reduce friction, leading to higher conversion rates on mobile devices.
  • Mobile-Friendly Design: Ensure that placeholder text is legible on all screen sizes. For mobile devices, placeholder text should have adequate contrast and be easy to read without zooming in. This helps both users and search engines assess the usability of the page, improving the chances of better rankings.

Common Mistakes to Avoid When Using Text Placeholders

While text placeholders can greatly enhance user experience and design, they are often misused. In order to maximize their effectiveness, it’s important to avoid certain common mistakes that can reduce their usefulness or create confusion for users. Below are some of the most common pitfalls to watch out for when implementing text placeholders:

1. Using Placeholders as Substitutes for Labels

One of the most common mistakes is relying solely on placeholder text as the label for a form field. Placeholder text should never replace a visible label, as it can cause confusion, especially for users with disabilities or those relying on screen readers.

  • Why it’s a problem: When placeholder text disappears as the user types, there is no longer any indication of what the field was for. If the user forgets the purpose of the field or needs to revisit it, the information is lost.
  • How to fix it: Always include a visible, static label alongside the placeholder text. For example, a “Email Address” label should appear above or beside the field, while a placeholder inside the field can give further guidance, like “Enter your email address.”

2. Overloading with Too Much Placeholder Text

Another common mistake is using too much placeholder text or over-explaining the field. Overly long or complex placeholders can overwhelm users and detract from the simplicity and clarity that placeholders should provide.

  • Why it’s a problem: Too much text can clutter the interface, making it harder for users to focus on what’s important. It can also make the design look busy and unorganized.
  • How to fix it: Keep placeholder text concise and to the point. For instance, instead of “Please enter your email address so we can send you the information you requested,” just use “Enter your email” or “Email address.”

3. Using Vague or Unclear Placeholders

Vague placeholder text, such as “Enter information here” or “Type here,” doesn’t provide any useful guidance to the user. These placeholders fail to communicate what specific input is expected, leading to confusion and frustration.

  • Why it’s a problem: Unclear placeholders can confuse users about the kind of input they need to provide, potentially causing them to leave the form or interface entirely.
  • How to fix it: Be specific in your placeholder text. Instead of using generic phrases, provide an example or a clear instruction, like “Enter your phone number” or “Search for your favorite movie.”

4. Failing to Provide Enough Contrast

Another mistake is using placeholder text that has insufficient contrast with the background, making it difficult to read. This is particularly problematic for users with visual impairments or those in bright environments.

  • Why it’s a problem: Low contrast makes it hard for all users to see and read the placeholder text, which can lead to mistakes or frustration when filling out forms.
  • How to fix it: Ensure the contrast ratio between placeholder text and the background meets accessibility standards. Typically, placeholder text should be displayed in a light color (such as gray) that’s distinguishable from the background, but still readable.

5. Not Updating Placeholder Text for Multiple States

In some cases, placeholder text may fail to change or update when users interact with a field. For instance, if users enter incorrect information in a form field, the placeholder should change to reflect the new validation state (e.g., “Invalid email address”). If this doesn’t happen, users may not understand what went wrong.

  • Why it’s a problem: Without dynamic updates to placeholder text, users may not understand why their input is being rejected or what they need to correct.
  • How to fix it: Use dynamic placeholders that can update or change depending on the input validation state. This provides immediate feedback, helping users quickly correct their mistakes.

6. Relying Too Heavily on Placeholders in Mobile Design

In mobile design, space is limited, and designers may be tempted to use placeholders as the primary method for guiding users through forms and interactions. However, this can create problems if not handled carefully.

  • Why it’s a problem: On small screens, placeholders can easily be overlooked or misunderstood, especially if they are used excessively. In some cases, the placeholder text may be too small or fade too quickly to be helpful.
  • How to fix it: Consider combining placeholders with labels or tooltips in mobile forms. Labels should be fixed at the top or beside input fields, with placeholders offering additional, context-sensitive information. Ensure that the text remains legible and doesn’t disappear too soon when users begin typing.

7. Ignoring User Feedback

Finally, one of the biggest mistakes is ignoring user feedback regarding placeholder text. If users express confusion or difficulty understanding what information is required, it’s important to take that into account and make necessary adjustments.

  • Why it’s a problem: If users find the placeholder text unhelpful or confusing, it can lead to errors or abandoned forms, affecting both conversion rates and user satisfaction.
  • How to fix it: Regularly gather user feedback about the interface, especially on forms and input fields. Test your placeholders with real users to ensure that they are intuitive and easy to understand. Based on this feedback, iterate and improve the text as needed.

Frequently Asked Questions (FAQs) About Text Placeholders

Here, we’ll address some of the most frequently asked questions about text placeholders to clarify any doubts and provide additional insights into their usage.

1. What is the main purpose of using text placeholders?

The main purpose of using text placeholders is to provide brief, helpful instructions or examples inside input fields or text areas. They guide users on what type of information is required or what actions they should take, improving user experience and reducing confusion.

2. Can placeholder text improve user experience?

Yes, placeholder text can significantly improve user experience by offering clear guidance and helping users understand what they need to do. For example, placeholder text in form fields can show users exactly what information is expected, such as an email address or a phone number, making the interaction smoother and more intuitive.

3. Should placeholder text replace labels in forms?

No, placeholder text should not replace labels. Placeholders should complement labels, not substitute them. Labels provide a permanent description of the field, while placeholders give temporary hints. For accessibility reasons, both labels and placeholders should be used together to ensure that users understand the purpose of each field.

4. How can I ensure that my placeholder text is accessible?

To ensure your placeholder text is accessible, follow these best practices:

  • Provide both a label and placeholder text for each form field.
  • Use high contrast between the placeholder text and the background to ensure readability.
  • Make sure the placeholder text doesn’t disappear too quickly, especially for users with cognitive or visual impairments.
  • Implement ARIA (Accessible Rich Internet Applications) attributes to make placeholder text more understandable for screen readers.

5. Is it a good idea to use placeholder text for SEO?

While placeholder text itself does not directly affect SEO rankings, it can play an indirect role. Using relevant, keyword-rich placeholder text in forms or search bars can help improve the relevance of the content to user searches. However, placeholder text should still prioritize user experience and clarity over keyword stuffing.

6. Can I use placeholder text in mobile forms?

Yes, placeholder text is commonly used in mobile forms, as it helps guide users in a compact space. However, it’s important to ensure the text is legible and does not disappear too quickly as users start typing. For better accessibility, combine placeholder text with visible labels or tooltips for guidance.

7. How do I prevent placeholder text from confusing users?

To prevent confusion, make sure the placeholder text is:

  • Clear and specific (e.g., “Enter your email address” instead of “Type here”).
  • Short and to the point to avoid overwhelming the user.
  • Easy to read with good contrast and visibility.
  • Used only as a hint, not as the sole source of instructions. Always use proper labels in conjunction with placeholders.

8. Can placeholder text be used in design tools and templates?

Yes, placeholder text is commonly used in design tools like Adobe InDesign, Canva, or Google Docs to represent text that will be filled in later. It helps designers map out layouts and structure documents or templates, allowing them to plan the placement of content before adding the final details.

9. How does placeholder text impact form completion rates?

Well-designed placeholder text can improve form completion rates by clarifying what information is needed, reducing errors, and speeding up the process. Clear, actionable placeholders can make users feel more confident in their submissions, which may result in fewer abandoned forms.

10. Can I use emojis or special characters in placeholder text?

While it is possible to use emojis or special characters in placeholder text, it’s important to consider readability and professionalism. Emojis may work well in certain contexts (e.g., a casual app or social media platform), but in more formal or professional settings, it’s best to avoid them to maintain clarity and consistency.

Conclusion

Text placeholders are a vital tool in modern design, helping users navigate complex forms, search bars, and input fields with ease. By understanding the proper use and common pitfalls of placeholders, you can enhance the user experience and improve the effectiveness of your web or app interface. From improving accessibility to boosting SEO through relevant keywords, placeholder text plays an important role in both design and functionality.

If you keep in mind the best practices, you can use placeholders to create intuitive, user-friendly experiences that guide your users every step of the way.

This page was last edited on 5 December 2024, at 3:47 pm