App Store Screenshot Text & Marketing Rules
Practical guidance on headlines, promotional claims, Google Play text area, and CTA wording before you export.
Marketing copy on screenshots can help conversion—but the stores treat graphic text as part of the listing asset, not as free-form advertising.
Platform size rules live in other articles. This guide focuses on what to say and what to avoid while you design.
What both platforms expect
- Screenshots should reflect real product behavior.
- Exaggerated claims, unrelated imagery, or rankings you cannot substantiate create review risk.
- Keep headlines short enough to read on a phone thumbnail—roughly three to seven words for the primary line.
Google Play–specific patterns
Google’s preview asset guidance discourages:
- Heavy text coverage — marketing copy should not dominate the frame; many teams aim for roughly 20% text area or less.
- Ranking or superlative claims — “#1”, “Best”, “Top rated” without verifiable context.
- Hard CTAs — “Install now”, “Download today”, or price promos that will age badly.
- Device hardware imagery on promotional surfaces where Google recommends focusing on the app experience.
The Screenshot Composer estimates text area and flags common promotional phrases while you edit.
App Store–specific patterns
Apple also expects accurate representation. Practical habits:
- Lead frame one with the core outcome, not a feature laundry list.
- Avoid showing iOS UI elements that do not exist in the build you submit.
- Localize headlines for each locale you ship—do not rely on auto-translated overlay text.
Writing patterns that work
| Pattern | Example direction |
|---|---|
| Outcome-first | “Track expenses in seconds” |
| Audience-specific | “Built for freelance designers” |
| Proof in UI | Show the screen that backs the claim on the same frame |
| Sequence | Frame 1 problem → frame 2 action → frame 3 result |
Pair this article with Make App Store Screenshots Without Photoshop if you are choosing a production tool.
Export checklist for copy
- Headline readable at export resolution, not only at 100% zoom in the editor.
- No outdated pricing or seasonal promo unless you plan to refresh before expiry.
- Alt text describes the interface for accessibility—not a duplicate marketing slogan.
- Google Play PNG/JPEG exports use opaque backgrounds behind text.
Return to the complete assets guide for icons, feature graphics, and workflow order.