In this article
Lorem ipsum is the scrambled Latin-looking text that fills mock-ups, templates and sample pages. It is used so that people look at the layout, the type and the spacing, rather than reading the words. It looks like text, but it says nothing, which is exactly the point. This guide explains where it comes from, how much to use for each element, and the common mistakes.
Where lorem ipsum comes from
The text is taken from “De finibus bonorum et malorum” (“On the ends of good and evil”), a philosophical work by the Roman writer Cicero, from 45 BC. Printers had been using scrambled passages as dummy text for centuries. The version most of us know became widespread when Letraset sheets used it in the 1960s and when desktop publishing software such as Aldus PageMaker included it in the 1980s.
- 45 BCCicero writes De finibusThe source passage on pleasure and pain, in Latin.
- 1500sPrinters scramble LatinA type specimen book uses a jumbled passage to show off fonts.
- 1960sLetraset sheetsDry-transfer lettering sheets print the familiar lorem ipsum paragraphs.
- 1980sDesktop publishingPage layout programs ship with lorem ipsum built in.
- TodayEvery design toolWord processors, website builders and design apps all have a generator.
The dates come from the usual accounts of its history. The text has been altered over time, so it does not translate as a clean sentence.
Is it real Latin?
Partly. Words such as “dolor”, “sit”, “amet” and “labore” are genuine Latin. But the passage has been cut, reordered and changed so that it makes no sense, and some words are not Latin at all. If you paste it into a translator you get nonsense. That is useful, because the reader will not start reading and judging the content.
Why designers use it
- Nobody gets distracted by the wording
- Looks like body text from a distance
- Easy to generate in any amount
- Looks fake straight away
- Repeating lines make an unnatural pattern
- People start commenting on the words
Lorem ipsum has a natural mix of long and short words, which makes paragraphs look like real writing.
How much text for each element
A placeholder that is too short makes a design look neat when it is not. Real text is longer. Use these as a starting point.
| Element | Words | Characters (about) |
|---|---|---|
| Button label | 1 to 3 | 5 to 20 |
| Navigation link | 1 to 2 | 5 to 15 |
| Headline | 5 to 10 | 30 to 60 |
| Sub-headline | 10 to 20 | 60 to 120 |
| Meta description | 20 to 30 | up to 155 |
| Card description | 15 to 30 | 100 to 180 |
| Paragraph | 40 to 80 | 250 to 500 |
| Tweet or short post | up to 50 | up to 280 |
Character counts for headlines and meta descriptions matter for search results. The word and character limits field guide has the limits for many platforms.
Use the upper end when you want to test whether the layout survives longer text.
The dangers of placeholder text
- It hides length problems. A neat two-line headline in lorem ipsum may become four lines in real life and break the card.
- It hides language problems. Hindi, Tamil and Arabic need different line heights and fonts. Test with real text in each language.
- It gets left behind. Leaving lorem ipsum on a published page looks unfinished, and search engines may judge the page as thin or low quality.
- It is not accessible. Screen readers read the nonsense aloud. A prototype tested with users should use meaningful text.
Using it well
- Generate a few paragraphs and note the average line length. Good body text runs about 50 to 75 characters a line.
- Replace the first element with real text as soon as someone writes it, and watch how the layout reacts.
- Use Word Counter to check how many words and characters you have in each box.
- Try a deliberately very long and a very short version to see how each element behaves.
- Remove every piece before launch.
Related text tools: the case converter article and the readability guide.
Questions people ask
What is lorem ipsum?
It is placeholder text used in design and publishing to fill space. It is derived from a passage by Cicero from 45 BC, scrambled so that it does not make sense.
Does lorem ipsum mean anything?
Not as a whole. Some words are real Latin, such as dolor (pain) and amet, but the sentences have been scrambled and do not form a meaningful text.
Where does lorem ipsum come from?
It comes from Cicero’s De finibus bonorum et malorum, written in 45 BC. It was used by printers, then on Letraset sheets in the 1960s and in desktop publishing programs from the 1980s.
How many words should I use for a paragraph of placeholder text?
About 40 to 80 words for one paragraph of body text. Use three to five paragraphs to fill a typical page section.
Is it bad for SEO to leave lorem ipsum on a website?
Yes. Pages filled with placeholder text give search engines nothing useful and look unfinished to visitors. Replace it with real content before publishing.
Why do designers use lorem ipsum instead of real text?
So that people judge the layout, type and spacing rather than reading and arguing about the words.
Can I use lorem ipsum in other languages?
You can test with the Latin text, but a layout for Hindi, Arabic or Chinese needs sample text in that script because letter shapes and line heights differ.