App Store screenshot checklist for ASO

Your screenshot copy is the first thing users read in search results. Every word needs to earn its place. These checks ensure your messaging is clear, benefit-driven, keyword-aligned, and structured for maximum conversion impact across the entire screenshot set.

• Primary benefit is visible in the first frame. The opening screenshot should answer "Why should I install this?" before the user swipes. Lead with the outcome your app delivers, not a feature name. This single frame gets more impressions than every other screenshot combined because it appears directly in search results.
• Headlines are 5-7 words maximum. Short, punchy headlines are readable at thumbnail size in search results. Longer headlines get clipped or ignored. If your headline needs more than 7 words, it is trying to say too much. Split the thought across a headline and a supporting subline, or simplify the message.
• Each frame communicates a single feature or benefit. One message per screenshot. Cramming multiple features into a single frame creates visual clutter and forces the user to parse too much information at a glance. Dedicate each frame to one capability, one use case, or one proof point.
• Copy is benefit-driven, not feature-driven. Write about what the user gains, not what the app does. "Track every habit. Hit every goal." converts better than "Habit tracking with reminders and streaks." Benefits create emotional resonance; features create cognitive load.
• Final frame includes a clear call-to-action. The last screenshot is your closing argument. Use it for a CTA like "Start your free trial" or "Download and get started today." Users who swipe through all your screenshots are high-intent. Give them a reason to tap the install button right now.
• Copy reinforces your keyword strategy. Screenshot text should echo the target keywords from your app title, subtitle, and keyword field. This creates a cohesive narrative from search result to product page and signals relevance to users scanning for specific capabilities.
• No jargon, abbreviations, or insider terminology. Write for first-time visitors who know nothing about your app category. Terms like "ML-powered" or "DAU analytics" mean nothing to most users. Translate technical capabilities into plain-language outcomes.
• Tone is consistent across all frames. If frame 1 is playful and conversational, frame 4 should not switch to formal and corporate. Establish a voice in the first screenshot and maintain it throughout. Inconsistent tone makes your brand feel fragmented and unprofessional.

Great messaging fails if the design does not guide the eye. These checks ensure that every frame is scannable, accessible, and visually polished at the small sizes where users actually encounter your screenshots in the store.

• Consistent device framing across all screenshots. Use the same device model, color, shadow style, and angle throughout the entire set. Mixing device frames (silver on one, black on another, or an iPhone next to a different phone angle) looks haphazard and distracts from the content inside the screen.
• Text-to-background contrast meets WCAG AA (4.5:1 minimum). Test readability by viewing your screenshots at 40% zoom on your design tool. If you squint to read the headline, your contrast is too low. Light text on a busy photographic background is the most common offender. Use solid overlays or choose backgrounds that provide consistent contrast.
• Brand colors match the product. The screenshot color palette should feel like a natural extension of your app's in-product design language. If your app uses a blue primary color, your screenshots should not be built around an orange palette. Visual dissonance between the store listing and the actual app erodes trust after install.
• Maximum two font weights per frame. Limit each frame to a bold headline weight and a regular body weight. Adding extra weights (light, medium, semibold, black) within a single frame creates visual noise. Simplicity reads faster, especially at thumbnail scale where nuance is lost.
• All text is within safe areas. Keep headlines, sublines, and any critical visual elements away from the top and bottom 10% of the frame. Platform UI overlays, rounded corners on device previews, and edge rounding on store display can clip content that sits too close to the edge.
• Clean, uncluttered background treatment. Backgrounds should support the content, not compete with it. Solid colors, simple gradients, or subtle textures work best. Avoid busy photographic backgrounds, heavy patterns, or decorative elements that pull attention away from your headline and device screen.
• Visual flow guides the eye from headline to device screen. Design each frame so the user's gaze naturally moves from the headline at top, down to the device screen in the center, and optionally to a supporting detail below. Use alignment, spacing, and visual weight to create this flow. If the eye bounces around randomly, the frame is not communicating efficiently.

A screenshot set is a cohesive visual story, not a collection of independent images. Brand consistency builds trust, speeds comprehension, and signals professionalism. These checks verify that every frame feels like it belongs to the same product and the same team.

• Same typography scale across the entire set. Headline size, subline size, and body text size should be identical on every frame. If your headline is 48pt on frame 1, it should be 48pt on frame 5. Varying type sizes across the set creates a jarring experience as users swipe through.
• Color palette is locked and applied consistently. Define your primary color, secondary color, background color, and text color before you start designing. Use these exact values on every frame. Avoid introducing one-off accent colors or adjusting hue/saturation per frame. Consistency in color is one of the fastest signals of quality.
• Consistent spacing and margins across frames. Use the same padding around text blocks, the same distance between headline and device frame, and the same margins from the frame edge on every screenshot. Even small inconsistencies in spacing are noticeable when users swipe through frames in sequence.
• Device frames match throughout the set. Every screenshot should use the same device model, frame color, orientation, and perspective angle. If you use a front-facing iPhone 15 Pro in Natural Titanium on frame 1, use that exact same device on frames 2 through 10. Mixing frame styles breaks visual continuity.
• Logo placement is consistent if applicable. If you include your app logo or wordmark on screenshots, place it in the same position on every frame. Top-left or top-center are common placements. Do not move the logo between frames or resize it inconsistently.
• Tone matches your overall brand voice. If your brand is playful and modern, your screenshots should not feel corporate and stiff. If your brand is professional and enterprise-focused, your screenshots should not be overly casual. The screenshot set is an extension of your brand identity, not a separate creative exercise.

Over 60% of App Store and Google Play revenue comes from outside the US. If you are targeting international markets, your screenshot layouts need to handle multiple languages without breaking. These checks verify that your designs are localization-ready before translations arrive.

• Layouts accommodate 20-30% text expansion. German, French, Spanish, and Portuguese translations are commonly 20-35% longer than English source text. Test your master layout by substituting headlines with strings that are 30% longer. If the layout still looks clean and balanced, it will handle most European languages without requiring design adjustments per locale.
• Top revenue markets have localized copy. At minimum, localize screenshots for your top 5 revenue-generating markets. Localized screenshots consistently produce 20-30% conversion lifts over English-only listings in non-English markets. Prioritize by revenue impact: Japan, Germany, South Korea, France, and Brazil are high-ROI starting points for most apps.
• Cultural references are appropriate for each locale. Idioms, metaphors, humor, and imagery that resonate in one culture may confuse or offend in another. Have a native speaker review every localized frame in context. Dates, currencies, number formats, and measurement units visible in screenshots must also match local conventions (e.g., DD/MM/YYYY in Europe, metric units outside the US).
• Localized social proof where applicable. If your screenshots include review quotes, download counts, or rating badges, use market-specific data. A French user is more persuaded by a review written in French from a French publication than a translated English quote. Pull reviews from local storefronts and display region-appropriate ratings data.
• RTL layout support if targeting Arabic or Hebrew markets. Right-to-left languages require more than text direction changes. The entire layout composition may need to be mirrored: text alignment flips, device frame positions shift, and any directional visual cues (arrows, flow indicators) reverse. Many teams create a dedicated RTL master template rather than forcing an LTR template to work in reverse.
• Date, number, and currency formatting matches each locale. A screenshot showing "$9.99" in a frame destined for Japan should display "¥1,500" instead. Number separators vary by country (1,000.50 in the US vs. 1.000,50 in Germany). These details signal whether the product was truly built with that market in mind, or if localization was an afterthought.

Even perfect designs fail if the exported files do not meet platform requirements. Both Apple App Store Connect and Google Play Console enforce strict size, format, and resolution specifications. These checks prevent rejected uploads and last-minute scrambles on launch day.

• All required iOS sizes are generated. Apple requires screenshots for multiple display sizes: iPhone 6.7" (1290×2796), iPhone 6.5" (1242×2688), iPhone 5.5" (1242×2208), and iPad Pro 12.9" (2048×2732). Missing any required size blocks your submission. Generate all sizes from your master design to ensure every frame is covered.
• All Google Play sizes are generated. Google Play requires phone screenshots at a minimum resolution of 1080×1920 pixels, with optional but recommended 7-inch tablet and 10-inch tablet sizes. Google Play also supports feature graphics (1024×500) and promo videos. Confirm all required assets for your listing type are exported.
• Files are high-resolution PNG or JPEG format. Both platforms accept PNG and JPEG. PNG is preferred for screenshots with text and UI elements because it preserves sharp edges without compression artifacts. JPEG works for photography-heavy frames. Ensure all files are under 8 MB each, which is the upload limit for both App Store Connect and Google Play Console.
• Safe areas are respected on all exported sizes. Each device size has different safe area insets. After exporting, open every file and verify that no critical text or UI is clipped by rounded corners, status bar areas, or home indicator regions. This is especially important when scaling from a larger master design to smaller device sizes.
• File naming convention is organized for upload. Name files with locale, device size, and position number for easy management. For example: en-US_iPhone67_01_hero.png. A clear naming system prevents upload mistakes, makes it easy to verify completeness, and helps your team track which files have been reviewed and approved.
• File sizes are optimized for store limits. Large PNG files can easily exceed 8 MB, especially at iPad resolution. Use PNG optimization tools (like TinyPNG or ImageOptim) to compress files without visible quality loss. Batch-check all exported files to confirm none exceed the platform upload limit before you start the submission process.