The optical properties of weakly-doped two-dimensional materials are dominated by strong exciton and trion absorption and luminescence features. In this article we examine the influence of moiré patterns in semiconductor heterobilayers on exciton and trion states in the limit of strong moiré modulation potentials, commenting on similarities and differences compared to the case of excitons and trions in semiconductor quantum dots. We discuss strategies for using optical properties as quantitative probes of moiré materials, and the prospects for exploiting moiré materials to design unique light emitters.