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App Icon Considerations for ASO Success

Updated January 2020 Choosing an app icon is an important and vital part of creating the perfect app. It provides content and aesthetics, and will communicate the purpose of your app within seconds. It’s the most recognizable aspect of your app and the face of your brand. It’s what users see first when they browse the app store. It’s also one of the first things they see when they open the phone, assuming you downloaded it successfully. When designing your app icons, always remember that first impressions are important and consider every detail. If a picture is worth a thousand words, creating a quintessential app icon is fundamental to App Store Optimization. Furthermore, it is an essential part of your marketing plan, specifically the face of your app. It will appear in app stores, on websites, blogs and press releases. While a great app icon can’t promise organic downloads or conversions, it can inspire potential users to take a second look at your app. Well-thought-out and purposeful design isn’t something just for new apps and companies, either. Even the biggest brands in the world devote constant attention to improving their optical systems. Sometimes these changes are made for the sake of developing a brand that has become obsolete in the eyes of the viewer. While other times it is to take advantage of a new product or technology. An example of this is the revamped interface of the Microsoft Photo app, inspired by the company’s new design language, Fluent.

Microsoft Outlook Fluent Design App Icon Update

The old design of the Microsoft Outlook app and the new update are inspired by Fluent Design.


It’s important to remember that the quality of the app icon indicates the quality of your app. Therefore, it is important to invest time in creating a design that conveys a clear and promising message to potential users. Your images need to provide tangible value targeting the right audience. When done right, it helps create loyal brand ambassadorsrs.

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Tips for choosing the right app icon design:

Make sure your app icon draws attention to the right users and stands out from the crowd. Try to keep it simple but creative to make a memorable impact. It should stand out vividly from competitors and be recognizable. Usually, app designers will embrace simplicity but attention to detail is equally important. For example, in some cases, including your app’s name in your app icon enhances brand recognition. That said, it’s not an exact science and sometimes doing so can even hurt it. To see which app icons work for your target audience, always implement A/B test for maximum optimization. Obviously, the use of images should make our lives easier. So, if the sole purpose of your application is to send mail, it might be a good idea to have an image of an envelope. If you have a music app, then perhaps the headset image will hit the right note. Also, choose the right colors and shapes that match the theme of the app perfectly. One of our favorite tips is creating a 3D effect. In this design, a smaller image is inside the frame, creating the effect of the logo bouncing off the screen. Above all, it’s important to choose the best conversion design, not necessarily the one you think looks best. That’s why A/B testing is so important. It delivers data-driven statistics that provide insight into user behavior and performance analysis.

Final thoughts

When choosing an app icon, experiment with different styles to see which brings in the most downloads. Compare a few different versions and can generate direct traffic for both apps. You will know that the slightest attention to detail can really make a big difference. Overall, take the app icon creation process seriously and don’t be shy sweat the little things. First impressions go a long way, and in today’s competitive market you need to stand out to be successful.

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