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What the reader needs
A placeholder can suggest an example, but it should not carry the only explanation of a field. Once someone starts typing, the prompt may disappear. Use a clear label that remains available and describes the information requested. Add short guidance where format or purpose could be misunderstood. The form should help people review their answers without having to erase them to rediscover what the field was asking.
How to review it
Fill out the form with realistic test details and pause before submission. Ask whether every answer can still be understood in context. Check the relationship between labels and controls with the implementation team, including screen-reader behaviour. Review optional and required fields for clear wording. If a field needs a long explanation, consider whether it belongs in the first enquiry at all. Keep the visual design spacious enough that guidance remains readable on a phone rather than becoming tiny text beneath a large input.
Hypothetical example
A partnership form uses “Country” only as placeholder text. After entering a value, a user cannot tell whether it means residence or target market. The team adds a persistent “Market you want to discuss” label and a short example, eliminating the ambiguity.
Make it practical.
Use this checklist as you read. Checks are not stored.References & further reading
Further reading: W3C WAI: Labeling controls ↗Published by Tap Tap Go. Product availability and eligibility vary by programme and market. About our stories.
