App store graphics that make people tap Install
Gjethe designs app store graphics for the Apple App Store and Google Play: screenshot sets with clear captions, the Google Play feature graphic, app icons, promotional artwork and short preview videos. We follow each store's current size and content rules, localise captions into other languages, and set up versions you can test with Apple's product page optimisation and Google Play store listing experiments.
- Free first consultation
- Written quote for your project
- Flexible payment milestones
At a glance
- Stores
- Apple App Store, Google Play
- Assets
- Screenshots, icons, feature graphic, preview video
- Devices
- iPhone, iPad, Android phones and tablets
- Localisation
- Captions in your target languages
Definition
What is app store graphics?
App store graphics are the visual assets shown on an app's store page, including the icon, screenshots, preview video and promotional graphics, which help people decide whether to install.
Most people decide whether to install an app from its icon and the first few screenshots, often without reading the description. Raw screen captures rarely make the case: they show interface details but not the benefit. Designed screenshots tell a short story, from the main promise to the key features, in a way that works at thumbnail size.
Who is it for?
Apps about to launch
Store graphics ready for the first submission.
Apps with low conversion
Visitors open the store page but don't install.
Apps entering new markets
Localised screenshots for each country and language.
Games
Screenshots and previews that show gameplay clearly and honestly.
What's included, and what you keep
What's included
- Store page review and competitor scan
- Screenshot storyline and captions
- Screenshot designs for each required device size
- Google Play feature graphic
- App icon design or refinement
- Short app preview video
- Localised caption versions
- Variants for store listing experiments
- Promotional graphics for featured placements
- Export to each store's current specifications
What you receive
Handed over at the end. Yours to keep.
- Screenshot sets in every required size
- Icon files for iOS and Android
- Feature graphic and promotional artwork
- Preview video files where included
- Editable Figma source files
A screenshot set is a short story
The first one or two screenshots carry most of the weight, because they're visible without scrolling. We lead with the main benefit in a short caption over a real screen, then use the following screenshots for the features that matter most to your users, one idea each.
Captions are written to be read at a glance: a few words, large type, high contrast. The interface stays real; we don't show features the app doesn't have, which also keeps you within store guidelines.
Apple App Store and Google Play differ
| Apple App Store | Google Play | |
|---|---|---|
| Above the fold | Screenshots and preview video dominate | Feature graphic, icon and screenshots |
| Feature graphic | Not used | Required for some placements |
| Testing | Product page optimisation | Store listing experiments |
| Icon style | Rounded square applied by iOS | Adaptive icons with foreground and background layers |
Testing what converts
Both stores let you test alternative graphics with real visitors. We design variants that test one clear difference, such as a different first screenshot or caption angle, so the result tells you something useful. After the test, the winning version becomes the new baseline and the next idea gets tested.
Localising for other markets
Translated captions are a start; localised screenshots go further, with screens showing the local language, currency and examples that make sense in that market. We prepare caption sets in English, Albanian and German directly, and in other languages through professional translators.
The icon carries your brand at tiny sizes
An app icon is seen at a few millimetres wide, next to dozens of others. Simple shapes, a strong silhouette and one or two colours work better than detailed scenes or text. We test icon concepts at real sizes on light and dark home screens before refining the chosen one.
What we need
- A build or test version of the app
- Your current store listings, if live
- Brand colours, fonts and logo
- The features users value most
- Target countries and languages
- Analytics or store conversion data, if available
Preview videos that show the real app
A short preview video can show what screenshots can't: how the app feels in use. Store rules generally require footage captured from the app itself, so we plan a short sequence of real interactions, record it on devices, and edit it with captions that work with the sound off.
The first seconds matter most, because many people never watch to the end. We open with the most useful moment rather than a logo.
Keeping graphics current
Store pages age quickly when the interface changes. Outdated screenshots make an app look neglected and confuse new users. We keep editable Figma sources organised by device and language, so updating screenshots after a redesign is a short job rather than a new project.
How app store graphics works, step by step
Every step has a clear output you can review. Timing is agreed in your quote.
- 1
Review
Current listing, competitors and what users value.
- 2
Storyline
Screenshot order and captions agreed in writing.
- 3
Design
First screenshot designs for approval, then the full set.
- 4
Sizes and languages
Exports for each device size and caption language.
- 5
Variants
Alternatives prepared for store experiments, if wanted.
- 6
Handover
Final files and editable Figma sources.
Tools, and what shapes your quote
Pricing is based on your project and agreed in your quote. These are the things that move it.
| Factor | Why it matters |
|---|---|
| Number of screenshots | More screenshots per store and device mean more design. |
| Devices | Separate tablet designs add work. |
| Languages | Each localised set needs captions and checks. |
| Icon | A new icon takes more exploration than refining an existing one. |
| Preview video | Video adds scripting, recording and editing. |
| Test variants | Each additional variant is extra design. |
| Area | Tools |
|---|---|
| Design | Figma, Photoshop, Illustrator |
| Video | After Effects, Premiere Pro, device screen recording |
| Stores | App Store Connect, Google Play Console |
Common mistakes to avoid
What we see go wrong most often, and how a good project avoids it.
Raw screenshots with no captions
They show the interface but not why anyone should care.
Too much text
Captions longer than a few words aren't read at thumbnail size.
Showing features you don't have
Misleading screenshots disappoint users and can break store rules.
Same screenshots for every market
Localised captions and screens perform better in each language.
Frequently asked questions
Do you follow the stores' current size requirements?
Yes. We check the current specifications in App Store Connect and Google Play Console before exporting.
Can you design a new app icon?
Yes, or refine your existing one, tested at real sizes on light and dark backgrounds.
Do you make app preview videos?
Yes. Short videos recorded from the real app, edited to the stores' length and content rules.
Can you localise screenshots?
Yes. Captions in English, Albanian and German directly, and other languages through professional translators.
Will you upload the graphics to the stores?
We can, with access to your developer accounts, or hand over files for your team to upload.
Can you help us run store experiments?
Yes. We design variants for Apple's product page optimisation and Google Play store listing experiments.
Do you also optimise the store text?
Store text, keywords and categories are part of our app store optimisation service, which works well alongside these graphics.
How is app store design priced?
It is quoted on the number of screenshots, devices, languages, icon work and whether video is included.
Can screenshots show content that isn't in the app?
No. Screenshots should reflect the real app experience; we design around real screens with captions and backgrounds.
Do you design for iPad and Android tablets?
Yes, if you support them. Tablet layouts often need their own designs rather than stretched phone screenshots.
Should the first screenshot show the home screen?
Usually not. The first screenshot should show the main benefit, which is often a result or a key feature rather than the home screen.
Can you design graphics for a game?
Yes. Game screenshots and previews should show real gameplay clearly, which we combine with short captions.
Related services
App Store Graphics by industry
Turn store visits into installs.
Tell us what you need. You get an honest assessment, a clear plan and a written quote. The first consultation is always free.
- What happens next
- 1You tell us what you need
- 2We aim to reply within 24 hours with questions
- 3You get a written quote for your project