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Visual Optimization Trends for App Store product page in 2019

Nika Grigorieva
Nika Grigorieva
Nika Grigorieva
Nika Grigorieva
All articles by author
Published: 18.04.2019
7 min read

Strategy alone is not enough to draw users to an App Store product page within the ASO. Your objective, as an ASO manager, is getting people interested in an application and ultimately installing it. You have to optimize all the graphic elements on the app page to the limit, because the visual part affects install conversion rate. Function description on screenshots has to not only inform your potential customers, but rather has to convince them in the product’s utility.

In order for your App Store app page to draw more users, you have to make it memorable. To find interesting ideas, you can study your niche competitors and analyze the graphics of the applications that have already reached the top in their categories. You will be able to find fresh ideas by studying the latest App Store page design trends.

And if you want to be up to date with the latest page design trends, we, in ASOdesk, have analyzed the top 100 applications for iPhone on the App Store and have outlined the trends for the year 2019. In our research, we have focused on graphic elements, including the icon, screenshots, and presence of a video preview. We were evaluating visual design of screenshots placed on the App Store product page according to the parameters listed below.

Screenshot format

Visual page design is dominated by vertical screenshot alignment.

Screenshot format App Store

According to Storemaven, a product page should explain what an application does in less, than 3 seconds. These are the exact several seconds that affect decision making. Vertical alignment allows the user to see more information during the first interaction with the application. For example, as you can see on the image, users see three screenshots, when they are aligned vertically in the search listing.

Example of search queries listings

According to Storemaven data, 50% of visitors base their decision on the first impression. This is why it is important for publishers to place the information regarding app’s advantages and functions on the first couple of screenshots. In this case, the user will not even need to go to the app page to decide on the install.


Variability of compositions used by publishers, when designing screenshots, is a bit more versatile, than screenshot formats. Normally, publishers are using a usual composition variant, with a simple background or with images instead of it, panoramic design that consists of screenshots making one composition, or variations of the usual design with the use of additional visual elements.

Usual composition that is used by about 70% of developers from the top of App Store’s app page designs.
Panoramic composition that is used by a third of developers from the top of App Store’s app page designs.

Color Selection

We noticed that background colors used in screenshot designs most often match brand colors. The most popular background of 2019 is color white. The donut chart below shows preferences in color use.

It has to be noted that in the apps we have analyzed, publishers most often are using just a few colors in their screenshot designs. Usually, screenshots with app interface are placed on a shadeless background and are accompanied with black or white inscriptions, with other colors not being used that often.

Additional Elements

Most developers are using iPhone images in their visual screenshot designs for the product page on the App Store.


Screenshot designs quite often feature photographs of people, food, nature and other things, besides the interface itself. Photographs provide a better depiction of products and services available in the application. Also, screenshots illustrate, in which cases or circumstances people are normally using the given product.

Additional photos

We found out that a third part of applications are placing additional graphic elements on the screenshots, such as pictograms, illustrations, and abstract elements.

Graphic elements

More Is Better Than Less

It is often advised to use the maximum amount of screenshots for better conversion – App Store allows posting up to 10 screenshots. In reality it turns out that most developers from the top 100 of free applications are only using 5 screenshots.

The number of screenshots used on the app page doesn’t include video previews.

We recommend you to use an opportunity provided by Apple and upload more screenshots to the page. You can place up to 10 pieces.

By uploading more screenshots, you can increase the number of app downloads in the App Store. Since 40% of visitors flip through the first two images according to the iOS App Templates data, greater number of screenshots allows publishers to add more details about the application and its possibilities. Additional facts or interface demonstration can affect the decision regarding the download among the users that prefer getting deep into details and have all the information about a product.

By following this link, you will find a compilation of app screenshots from the App Store and, hopefully, you will be able to run across inspiring examples for your own screenshot creation.

Video Preview

We noticed that less, than a third of the top 100 free applications on the US App Store are placing video previews on their pages. Applications that do place videos include such categories, as dating, food delivery, taxi, traveling, and online stores. We recommend you to take note of precisely these applications, if you are with them in the same category. Maybe a video is exactly that additional promotional element that will work for your audience.

Icon Design

Along with screenshots, we have also analyzed visual icon designs of applications from 100 free apps on the US App Store.

It has to be noted that icon design of top applications is rather simple and not overloaded with details. As of color scheme, designers prefer using brand colors. Basic colors that are used for icon background are white and black. Other colors are not as popular: blue, green, light blue, red, pink, etc.

Color of icons on the App Store

The icon may include a logo, name, illustration or pictogram.

Image on the icon

White is the most popular color used for its main element, in case of presence of a name or logo colors. Logotypes can be multicolor or instead use one of the brand colors.

Image color of icons

How Do You Draw Attention to Your Icon?

In the Google Play, developers are using various techniques in icon design: red notification dots, green check marks, thumb up, etc. It is considered that an additional element on the icon draws user attention and affects the conversion rate increase. As you can see, there quite many applications that are using an additional sign that is simultaneously irritating and drawing user attention.

Google Play icons

Apple’s policy has always been more stringent in terms of visual elements’ design comparing to that of Google Play. Therefore, no such experiments with icons are seen on the App Store. However, you can still do something authentic in terms of design.

For example, you may use a mascot or place a figure on the icon and thus designate your product’s anniversary, or emphasize on the app’s purpose with a title.

Also, you can put the brand name on the icon:

Icons with brand name

The diagram below shows that part of the analyzed applications is using a brand name in their icons.

Brand name on the icon

What Can Placing the Name on the Icon Potentially Affect?

You can affect the app’s recognizability on the App Store listing. The thing is that people more often memorize a company’s name and not its logo. Such large companies, like Lyft, Booking, and Expedia are placing their names on their icons. In September 2018, Uber has rebranded and has added its name on the app icons on the App Store as a part of the process.

This is, where we see a potential opportunity for the ASO optimization. If you place a product name on the icon, you will be able to remove it from the title and, thus, increase the room for popular search phrases.

Let’s Summarize

As a result of this small research, we found out what colors dominate and what graphic techniques are used by developers in the app page design in the beginning of 2019.

  • Plain colors dominate screenshot designs;
  • Brand colors are used in screenshots;
  • Most applications align their screenshots vertically;
  • Designers love using white and black background in screenshots;
  • Simplicity is prevalent in screenshot design;
  • Publishers avoid using such additional elements, as graphics, pictograms, and additional photographs;
  • Publishers still prefer simple compositions: device + interface image;
  • Most publishers upload 5 to 7 screenshots on the app page;
  • Applications with high competition are increasingly using video previews;
  • Icons aren’t overloaded with details;
  • Publishers prefer a minimalistic icon design: background and logo, or background and brand name.

What Can You Do to Stand Out in the App Store?

  • Use a panoramic composition for screenshots;
  • Include important advantages in the first three screens;
  • Place interface images from the application without the device on screenshots, which allows showcasing functions better and in greater detail;
  • Complement screenshots with photographs or recognizable images, if it is appropriate and will reinforce the advantages;
  • Don’t overload screenshots with unnecessary information;
  • Place all the 10 screenshots, providing the most detailed description of the app’s functions;
  • Follow the rule: one screenshot – one function;
  • Add a video preview on the page;
  • Make the icon more prominent, comparing to your competitors’. You can use a mascot image, like Duolingo does, or add the app name.

If you have interesting examples or cases of visual optimization of App Store or Google Play page elements, send them to us and we will gladly write about them. Also, we would love to get your comments and feedback! 

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