Get asset ready: The do’s and don’ts of the App Store and Google Play

“Yes we’ll do the store assets ourselves”

This is a line we’ve heard quite a few times over the years with our partners. It starts off with so much promise, however without an equipped design team, it can cause wasted time and confusion of the asset requirements resulting in a delayed app release.

So let’s change this and shed some light on the work involved to prepare your assets for both stores, Android and iOS.

Always check the latest guidelines

Given the daily influx of new apps, standing out becomes a necessity. It’s not simply stating what your app does but selling the value your app will bring to a specific targeted user group. Whether it’s an app for Google Play or the App Store, the process of preparing the product assets are pretty much the same. However with the evolving nature of product design, the technical details do change so it’s always best to double check the Google Play and App Store product page guidelines.

There’s nothing worse than having all your assets prepped and ready to go and Apple throws in a new iOS asset bucket to fulfil – Thanks Apple!

Your visual asset checklist for mobile apps

• App icons
• Screenshots
• Video previews
• Localisation
  

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App Icons

This is the key visual asset that will represent your app across listings, search results and top charts. It’s the visual icon that users will tap when launching your product.

Assets needed

iOS app icon: 1 image that represents your app

• Icon size: 1024 x 1024 px
• Colour format: sRGB
• Image format: PNG
• Asset shape: Square edges, using a full bleed and no transparent layers

Android app icon: 1 image that represents your app

• Icon size: 512 x 512 px
• Colour format: sRGB
• Image format: PNG
• Asset shape: Square edges, using a full bleed and no transparent layers

Android adaptive icons: 2 images, a foreground and background layer

• Icon size: 108x108dp
• Colour format: sRGB
• Image format: SVG
• Asset shape: Square edges, using a full bleed and no transparent layers

Top tips:

• DO: Create an icon that is simple and recognizable, communicating your apps quality and purpose, ensuring the icon is legible in all sizes that the platforms support
• DON’T: Ignore competing apps, your app icon needs to stand out as the most recognisable and meaningful product to your target audience.
  

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Screen shots

These serve as visual previews of an app’s interface and features, providing users with a glimpse into the app’s functionality and design. It’s a way of showcasing an app’s key selling points, ultimately influencing user decisions and increasing app downloads.

Assets needed

iOS screenshots: Up to 10 images

• Orientation: Portrait or landscape depending on app capabilities
• Image format: PNG or JPEG
• Minimum image sizes:
  • 6.7” Display: (1290 x 2796px)
  • 6.5” Display: (1242 x 2688px or 1284 x 2778px)
  • 5.5 Display: (1242 x 2208px)
• Asset shape: Square edges, using a full bleed and no transparency

Android screenshots: Up to 8 images

• Orientation: Portrait or landscape depending on app capabilities
• Image format: PNG or JPEG
• Image sizes:
  • Minimum dimensions: 320px
  • Maximum dimensions: 3840px
  • Large format requirement: 1920 x 1080px
• Asset shape: Square edges, using a full bleed and no transparency

Android feature graphic: 1 image

• Orientation: Landscape
• Image format: PNG or JPEG
• Image size: 1024 x 500px
• Asset shape: Square edges, using a full bleed and no transparency

Top tips:

• DO: Focus each screenshot on a main benefit or feature so that you can convey the app’s value, this is a marketing asset to increase downloads.
• DON’T: Include people interacting with a device, screenshots must demonstrate the actual in app experience.
• DON’T: (iOS) Use incorrect device frames. If included, they need to reflect the correct image resolutions. (For example a 6.7 display image should only include iPhone 15 Pro Max, iPhone 15 Plus or iPhone 14 Pro Max device mockups within the screenshot)
  

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Video (Optional)

Also known as app previews, this is a short promotional video. Think of it as your own trailer for your product.

Assets needed

iOS app video: Up to 3 videos for each language supported

• Orientation: Portrait or landscape depending on app capabilities
• Video format: .mov, .m4v, .mp4
• Video length: 15-30 seconds
• Maximum file size: 500 MB
• Resolution: see screenshot sizes

Android app video: Up to 1 video

• Orientation: Landscape
• Video format: Supplied as a YouTube URL
• Video length: 15-30 seconds

Top tips:

• DO: Focus on your value proposition, promote what makes your app unique and valuable, and capture attention quickly.
• DON’T: Forget most users will watch on their mobile devices. Optimise for mobile viewing, ensure to use clear visuals and legible text.
  

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Localisation

Just when you think you’re on a home run with your store assets, then your client/partner throws you a curveball –  “Can we also support multiple languages?”. Apart from the development work that goes alongside this statement, supporting multiple locals does also impact your store listings. Here’s a few pointers to get you started:

1. Cultural sensitivity: Ensure your assets are appropriate to the target audience in each location, this includes imagery, colours and cultural references.
2. Text translation: Translate all text-based assets to resonate with the preferences and cultural norms of the regions.
3. Legal and regulatory compliance: Ensure that all assets comply with local laws, regulations, and content guidelines. Pay particular attention to regulations regarding privacy, data protection, advertising, and intellectual property rights.
4. App Store guidelines: Familiarise yourself with the guidelines and policies of the App Store and Google Play Store for each location. Ensure that your assets meet the requirements and standards set by each platform to avoid rejection or removal.

In conclusion

Navigating App Store and Play Store guidelines can be an absolute mindfield if it’s your first time doing so. Thankfully we have been building our expertise in house since 2003 to make sure publishing your mobile app, or connected platform is as seamless as possible. Try not to underestimate the process and treat it as an afterthought – we can be here to guide you through the process, because let’s be honest shipping a product to real users is pretty exciting!

If you have an app idea that you’d like to discuss, we’d like to hear it! Whether it’s a mobile project across either iOS or Android or you’re looking for some design guidance, we can partner with you to solve the problems your users are facing.