App Store screenshot best practices

The short list: lead with your best benefit, one idea per screenshot, 3–6 word headlines, consistent style, real UI, and localise for every language you support. These apply to Google Play too.

Ordering

Make the first three carry the pitch

In App Store search results people typically see your first three portrait screenshots next to your icon and name. That’s your entire first impression. If someone only sees those three, they should understand what the app does and why it’s better.

Start with the outcome, not the setup

Never lead with a splash screen, login, onboarding or settings. Show the moment your app is useful: the finished result, the dashboard full of data, the problem solved.

Tell a story

Order the rest so they read like a short tour: the main benefit, then the features that support it, then extras such as widgets, sync or dark mode.

Headlines

One benefit, 3–6 words

People scan, they don’t read. “Track every habit in one tap” beats “Our app has a powerful habit tracking system with many features”.

Benefits over features

“Never forget a dose” is more convincing than “Push notifications”. Describe what changes for the user.

Highlight one word

Colour the most important word in your accent colour. It gives the eye an anchor and makes the set feel designed.

Make it readable at thumbnail size

Screenshots are usually seen small. Use large, bold type with strong contrast against the background, and check it by zooming your export out to about a quarter of its size.

Design

Keep the style consistent

Use the same background style, font, colours and device position across the whole set. It looks more polished, and the screenshots read as one story when people swipe.

Let the UI be the hero

Your actual interface should be large and clear. Device frames help it look like a real phone, but don’t shrink the screen to fit decoration around it.

Use your brand colours

Match the background to your app icon and in-app colours so the listing feels like the product.

Show realistic content

Fill the app with believable, attractive data. Empty lists and placeholder text make an app look unfinished.

Localisation

If your app supports several languages, translate the headlines for each one. App Store Connect lets you upload different screenshots per language. It’s one of the most effective ways to improve conversion in non-English markets, and most competitors don’t bother. Check that translated headlines still fit, since German and Finnish run long.

Mistakes that get screenshots rejected

• Not showing the app. Screenshots must show your app in use, not only marketing art, splash or login screens.
• Wrong devices. Don’t show Android phones in App Store screenshots, or iPhones on Google Play.
• Misleading claims. Unverified “#1” or “best” claims, fake ratings and features the app doesn’t have.
• Wrong size or transparency. Each slot accepts only its exact size, and images with an alpha channel can fail. See the size guide.

Test and iterate

Your first set won’t be your best. App Store Connect’s Product Page Optimization lets you A/B test alternative screenshots, and Google Play has Store Listing Experiments. Try a different first screenshot or headline and keep what wins.