How to plan a screenshot set
Follow these steps in order. Each one is something we do on client work.
- Write the story first. Three to five benefits in priority order.
- Lead with the outcome. Screenshot one shows the result users want.
- Use short captions. Five words or fewer, large type.
- Show the real app. Guideline 2.3.3: app in use, not a splash or login page.
- Keep a consistent style. Same font, colours and device treatment.
- Test the first screen. With product page optimization or store listing experiments.
Best App Store screenshots: key rules and context
Lead with the benefit. Captions like "Plan meals in 2 minutes" beat "Meal planner feature". Pull words from your keyword research.
Design for the thumbnail. Most people see screenshots small, in search. Make captions 2–6 words, high contrast, large type, and avoid clutter.
Order and story
- Main benefit. 2. Proof of how it works. 3–5. Secondary features. Last: trust (privacy, offline, no ads, if true).
Rules to respect. Real UI, no fake ratings or awards, no prices that can change (2.3). Sizes: screenshot dimensions.
Test. See screenshot A/B testing and product page optimization.
Worked example (hypothetical)
This example is illustrative. The app is made up, and so are any numbers in it.
Imagine FocusFlow, a study timer. Old set: onboarding, settings, timer. New set: "Focus for 25 minutes" on the timer, "See your streak" on stats, "Block distractions" on the blocker. Then test screenshot one against "Study without your phone".
Common mistakes
- Starting with onboarding. It shows nothing.
- Long paragraphs. Unreadable.
- Different styles per screen. Looks messy.
- Never testing. You're guessing.
If you want this handled for you, our pricing page lists every fixed package.
Screenshot specs we design to
Both stores publish exact requirements. These are the ones that matter most for a phone-first app.
| Store / device | Size or rule | Count |
|---|---|---|
| App Store, iPhone 6.9-inch | 1320 × 2868, 1290 × 2796 or 1260 × 2736 px (portrait) | 1–10 per device size |
| App Store, iPad 13-inch | 2064 × 2752 or 2048 × 2732 px (portrait) | 1–10 per device size |
| App Store, format | .jpeg,.jpg or.png | — |
| Google Play, phone | JPEG or 24-bit PNG, 320–3,840 px, long side no more than 2× the short side | Minimum 2 to publish, up to 8 per device type |
| Google Play, Chromebook / tablet | 1,080–7,680 px, 16:9 or 9:16 | Minimum 4 recommended |
Native testing tools compared
Use the store's own test tool before any third-party guesswork.
| Apple product page optimization | Google Play store listing experiments | |
|---|---|---|
| What you can test | Icon, screenshots, previews | Graphics and text (icon, screenshots, descriptions) |
| Variants | Up to 3 treatments vs original | Up to 2 variants vs current listing |
| Localization | Treatments can be localized | Run per language (localized experiments) |
| How winners are judged | Estimated conversion lift with confidence | Performance vs current listing over the test |
How we measure the result
For best App Store screenshots, success is measured on conversion, not looks. Screenshots mainly change conversion: the share of people who see your page or search result and then install. Store listing experiments in Play Console compare your variants against the current listing.
Checklist
Copy this list into your release notes or ticket and tick each item off before you ship.
- Story in benefit order
- Outcome first
- Captions ≤ 5 words
- Real app screens
- Consistent style
- Test running
Sources
- Apple: Screenshot specifications (accessed 26 October 2026)
- Apple: Product page optimization (accessed 26 October 2026)
- Google Play Console Help: Add preview assets to showcase your app (accessed 26 October 2026)
- Apple: App Review Guidelines (accessed 26 October 2026)
- Apple App Store Connect Help: Screenshot specifications (accessed 26 October 2026)
- Apple App Store Connect Help: Overview of product page optimization (accessed 26 October 2026)
- Play Console Help: Run store listing experiments (accessed 26 October 2026)
Questions
How many screenshots should I use?
Enough to tell the story; many apps use 5–8.
Should captions include keywords?
Yes, naturally; Apple may extract text from screenshots.
Dark or light?
Match your app; test if unsure.
Should I localize screenshots?
Yes for major markets.
Can you redesign mine?
Yes: Screenshots A/B.
How many App Store screenshots should I use?
You can upload up to 10 per device size. Make the first three strong; add more only if each adds a new benefit.