As users swipe through thousands of apps in the App Store search results, your screenshots are the anchor that makes them stay.
Principle 1: The 3-Second Rule
In the first three screenshots, you must state clearly: Who are you? What problem can you solve? Get straight to the point without any fluff.
Principle 2: One Message Per Screenshot
The human brain processes single pieces of information fastest. One screenshot should highlight one core feature. Don't try to show your entire system architecture in a single image.
Principle 3: Less Text, More Impact
Follow the "5-word rule." If a sentence can be read in 0.5 seconds, users are more likely to build awareness. Use large fonts to ensure they are clearly visible in search results.
Principle 4: Create Visual Flow
Try using a "panoramic design" where backgrounds or visual elements extend from the first image to the second. This creates a strong sense of guidance, encouraging users to swipe right.
Principle 5: Show Results, Not Processes
Users buy "the better version of themselves," not the process of buying a gym membership. Screenshots should show the sense of accomplishment after finishing a task, an organized schedule, or beautiful filtered photos.
Principle 6: High-Contrast Color Schemes
Use complementary colors on the color wheel. If your web app's colors are muted, use dark backgrounds or high-saturation gradients in screenshots to make the UI "pop."
Principle 7: Real Social Proof
Don't just write boastful copy. Include real logos of media coverage, quotes from well-known bloggers, or App Store rating badges (ensure they comply with guidelines).
Principle 8: Adapt for Dark Mode
Design according to different market preferences. Statistics show that for utility apps, dark-themed screenshots often give a more "Pro" and high-end psychological hint.
Principle 9: The Magnifying Glass Effect
If your app has very delicate features, try using a zoom-in design. Next to a large phone mockup, float a circular bubble showing high-definition details of the core UI.
Principle 10: Localization is Beyond Translation
Beauty standards vary greatly across nationalities. For example, Japanese users accept more information-heavy layouts, while Western users tend strongly toward white space and minimalism.
Conclusion
Good screenshot design is a combination of science and art. Don't be afraid to invest energy here, as it's likely the highest ROI (return on investment) part of your entire ASO process.
[!IMPORTANT] Want to implement these principles quickly? Use our Screenshot Generator to easily experiment with different backgrounds, frames, and text combinations.