Or how to create briefs for high-converting screenshots

With thousands of apps competing for attention on the App Store and Google Play, standing out is becoming increasingly difficult. Every day, more apps are launched — and users take just seconds to decide whether to download or scroll past. That brief moment is your window to make an impression, and your screenshots are your most powerful tool to achieve this. 

But screenshots aren’t just simple images of your app. They’re mini marketing campaigns, packed with visual messaging and ad design. To be effective, they need to hit three key goals: grab attention, communicate clearly, and inspire action.

1. Grabbing users’ attention

The first goal of a screenshot is to make your app stand out among similar ones. People usually don’t look at apps one by one — they scan several simultaneously. What catches their eye is something that stands out: a certain style, color, layout, or a clear visual message.

Bright colors, large elements, and bold headlines are good tools for drawing attention — but you shouldn’t want to stand out at any cost. Big brands, for example, have to follow brand guidelines, which limit how creative you can get and keep things consistent.

The message should be easy to understand and easy to remember on a subconscious level.

2. Communicate the core message visually

The second job of a screenshot is to quickly show what your app is about. Usually, you have 2–3 seconds. That’s how long it takes for a user to decide whether an app is useful for them. The main idea should come through visually — with graphics and short, clear text. If an app is paid and targeted at advanced users, it’s important to show details and features in the screenshots. People need to understand what they’re paying for. If that information is missing, they’ll just go with a safer option.

The ad message should:

• Use as few elements as possible (no visual clutter).
• Include icons or glyphs to instantly show meaning — for example, a shopping cart clearly signals a purchase.
• Be as short as possible — the golden rule is no more than ten words. The fewer words you use, the bigger the font and the stronger the message. It’s not about how much text you use, but what it says.

3. Get the user to take action

Visual ASO isn’t just about grabbing attention or getting the message across. The real goal is to turn that attention into action — usually a click on the app page and an install.

To get users to install the app, screenshots need to show what the app does and what they’ll get out of it.

Visual ASO always starts with defining what each screenshot is supposed to do. Before thinking about the design, an ASO specialist needs to be clear on the message and what kind of reaction they want from the user.

Glyphs: the language of symbols

When someone searches for apps on the App Store or Google Play, their eyes are immediately drawn to anything familiar and easy to understand. The faster they can identify what an app does, the more likely they are to take action. One tool that helps instantly convey meaning and simplify visual communication is the glyph.

Glyphs (from the Greek glyphē, meaning “carving”) are simple graphic symbols that act as visual anchors. Their job is to quickly and, almost subconsciously, communicate what an object or action is about.

People process visuals faster and more effectively than text. That’s just how we’ve evolved — our brains are wired to quickly recognize simple, familiar images. This works especially well in advertising, including app screenshots. A well-chosen glyph:

• cuts down the time it takes to understand a message;
• makes an ad’s message easier to process;
• helps the image stick in the user’s mind on a subconscious level.

According to basic principles of ad design, glyphs are the core of any visual message. Put simply, they’re the visual bridge between what you’re offering and what the user understands.

One of the key rules when using glyphs is not to use too many per screenshot. A glyph’s job is to deliver meaning quickly — not make things harder to read. Every extra element distracts the user and adds visual noise. That’s why the simpler the glyph, the faster it’s understood — and the faster the message gets across.

Glyphs should be as simple and clear as possible. In ad design, it’s standard to use symbols with minimal detail. Glyphs need to be easy to read:

• when viewed quickly;
• on screens of different sizes;
• in any lighting and even in black and white.

Do an experiment: switch your phone’s color settings to black & white and look at the icons and screenshots in search results. See what still stands out.

For a fast payment app, a simple wallet, credit card, or coin icon works well. For restaurants — a fork. For delivery — a container. These symbols are easy to understand, whether someone lives in the U.S. or in Indonesia.

By using glyphs, we create a simple, clear link between the offer and the user’s mind: see it, get the message, download. ASO specialists need to not only understand how important glyphs are, but also know how to give the designer the right instructions:

1. Describe the main idea the glyph should communicate (e.g. “fast delivery” or “easy payment”).
2. Specify a minimal, simple style — avoid details that make it harder to read.
3. Limit each screenshot to no more than two key glyphs that reflect the main message.

Text in screenshots

Typography isn’t just about picking a font — it’s one of the key tools that makes your message noticeable. In ASO screenshots, text is just as important as visuals. For it to work well, you need to follow a few proven typography rules from years of ad practice.

One of the most important rules: short messages are easier to remember and more effective. People don’t read screenshot text carefully — they scan it. If the message is too long or complicated, they’ll just skip over it.

What to leave out of screenshot text

• Unnecessary words and repeated phrases. Don’t write things like “Our app helps you quickly and easily find a restaurant near you.” Just say “Find a restaurant in 5 seconds.”
• Complex technical or legal terms that most users won’t understand — that’s what the full app description is for.
• Vague or abstract claims that don’t say anything specific — like “the only one of its kind” or “a convenient service.” Always spell out the actual benefit: “30% off” or “15-minute delivery”.

It’s essential to check how well a text reads on your screenshots. One way to test this is to view the layout in black and white. If the text doesn’t come through clearly and quickly, it probably won’t work well in color either.

In practice, long texts are rarely used in ASO screenshots. The shorter the line, the easier it is to read when someone’s quickly scrolling through the app page. One or two lines is usually enough.

Tips for choosing fonts and font sizes in screenshots

• The minimum comfortable font size for smartphones is 12 pt. That’s where readability starts.
• Use simple, easy-to-read fonts without decorative elements or serifs — like Roboto, San Francisco, or Montserrat.
• Test your layout as if someone’s scrolling quickly. Imagine a user only sees the screenshot for a couple of seconds — the text should be instantly readable.
• Always check the contrast between the text and background. A good way to do this is to review the screenshot in black and white.

How to write an effective typography spec for the designer

When writing the task, an ASO specialist should clearly outline the following:

• Font size: 12 pt and up (for body text and headings, respectively).
• Font type: sans-serif (clean, no decorative elements).
• Max number of lines: one line per screenshot.
• Color and contrast: make sure the text stands out from the background and remains legible in black and white.

Example:

Header text on the first screenshot: “Book in 30 seconds.” Use a sans-serif font, all caps. Text color: white. Background: gradient, high contrast. Contrast check in black and white is required.

By following these typography principles, you’ll make sure your text is easy to read, quick to scan, and effective.

Why you can’t just use any font you find online

There’s a legal side to using fonts in app screenshots and interfaces that’s easy to overlook. Some ASO specialists and designers download fonts they like from the internet, not realizing that fonts are protected by copyright and require proper licensing.

If you use an unlicensed font in a commercial project (and app screenshots count as one), you could face legal consequences — including serious fines.

To avoid that risk entirely, here’s a solid solution: create your own font. This not only removes legal concerns but also gives you a unique visual identity tailored to your brand and app. In the long run, it pays off through stronger recognition and a more distinctive look of your product.

The screenshot above shows the process of creating a custom font in FontLab 8, inspired by Bauhaus, 1930s typography, and Sudanese script.

If creating your own font is impossible or too expensive for your app project, it’s best to use free or licensed open-source fonts (like those from Google Fonts) — just make sure to check the license allows for commercial use.

How color affects conversion

Users don’t just read a visual message through shapes and text — color plays a big role too. Color affects emotion and subtly shapes how users make decisions. One tried-and-tested option is using preset palettes known as Flat UI Colors.

Flat UI Colors are a set of “safe” colors that are proven to feel comfortable and look right to most users. In advertising design, there’s even a practice of dividing palettes by region, since different cultures can associate colors with different emotions.

The most common regional palettes include:

• French Palette
• German Palette
• Indian Palette
• Russian Palette
• Spanish Palette
• Turkish Palette

For example, if your app targets the Russian market, it’s best to use colors from the Russian Palette, as they tend to feel most natural to users from that cultural environment. For international apps, go with a neutral or pan-European palette — like the American or British Palette.

When designing screenshots, it’s important to follow a few basic color rules:

• Contrast: Make sure text and elements stand out clearly from the background, so the message is easy to read — even at a glance.
• Number of colors: Stick to 2–3 main colors per screenshot to avoid visual clutter.
• Semantic consistency: If the message is positive (like “get a discount”), use shades of green or blue — they’re often linked to trust and value. For urgent messages, red or orange works better.

Here’s what to outline in the design task:

1. Main color palette: provide specific HEX or RGB codes.
2. Contrast: make sure the designer checks text-to-background contrast on different devices.
3. Emotional tone and associations: if there’s a specific goal (like “trust,” “value,” or “urgency”), mention it so the designer can choose the right colors.

Example:

For the screenshot series, use the Flat UI Russian Palette. Main background color — white (#FFFFFF), headline accent color — dark blue (#34495E), button and action element color — soft orange (#F39C12). Make sure to check contrast and readability on mobile devices and in black-and-white mode.

How to visually encourage app installs

Every ad — whether it’s a banner, landing page, or ASO screenshot — has a specific goal. For mobile apps, that goal is always the same: getting the user to install. It’s not enough that the screenshots caught the user’s eye and made sense — if they didn’t tap “Install,” the job’s not done.

One of the core rules of visual advertising is simple: big elements work better. Studies show that when ads use large visual components — like a zoomed-in interface or a bold, noticeable button — users are more likely to take action.

That’s because people instinctively react to bigger objects, seeing them as more important. Plus, large elements are easier to process on small phone screens.

When assigning the task to the designer, the ASO specialist should clearly outline the following:

1. Highlight the specific benefit the user should see.
2. Note that large visual elements should draw attention to key info that encourages action (like a banner with “Free for 3 months”).
3. Provide concrete examples of phrases and elements — for example, “Try it free for 7 days” or “Get 20% off your first order”.

Example:

Screenshot #1 should show a close-up of the interface with a “Subscribe for free” button. Text: “Get 7 days of free access.” The button color should contrast with the background (red or orange). Goal: clearly show the benefit and encourage users to tap the button. Check the visual contrast in black-and-white mode to make sure the text is easy to read.

Applying these principles and being intentional with your screenshot design can significantly improve both your conversion rate and overall ASO performance.

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Now you know: visual ASO isn’t just about pretty images or formal interface shots. It’s a clear, well-planned marketing message built on principles that come from years of advertising practice.

Key takeaways:

1. Screenshots serve three main purposes:
   • Grab the user’s attention.
   • Deliver a clear marketing message.
   • Encourage a target action (install app).
2. Visual symbols (glyphs) are a powerful way to quickly convey meaning and simplify perception. The fewer details there are in a symbol, the faster and more effectively it works.
3. Typography defines how easily text is read:
   • Minimum readable font size for mobile screens: 12 pt.
   • Ideal height-to-width ratio: 5:3.
   • Line spacing should be about 1.5× the font height.
   • Never use random fonts from the internet without a license. The best solution: use free licensed fonts or create your own custom font.
4. Color is an important tool for visual impact:
   • Use RGB and HEX codes for digital formats.
   • Flat UI Color palettes are best for clear perception and quick understanding of your message.
   • Colors should match the emotional tone of the message: to evoke calm and trust — blue and green; urgency and attention — red and orange.
5. Short messages are easier to process:
   • Keep it to no more than two lines.
   • Extra words and vague phrasing lower conversion and make the message harder to understand.
6. Target action and visualized value:
   • Clearly show specific benefits: time-saving, discounts, ease of use.
   • Large elements and strong, action-driven messages can significantly boost conversion (by up to 40%).

Remember: effective ASO isn’t about luck or copying competitors. It’s the result of consistent, thoughtful, and strategic work based on proven principles of ad design and user psychology.

By applying what you’ve learned, you can significantly improve your screenshots and boost app conversion. Creating visuals isn’t a one-off job. Continuous testing is key.