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Adapting to changes in context

Maintain focus on the current content during context changes. Content is your highest priority. Changing focus when the environment changes can be disorienting and frustrating, and can make people feel like they’ve lost control of the app.

Avoid gratuitous layout changes. When someone rotates a device, the entire layout doesn’t have to change. For example, if your app shows a grid of images in portrait mode, it doesn’t have to present the same images as a list in landscape mode. Instead, it might simply adjust the dimensions of the grid. Try to maintain a comparable experience in all contexts.

App icon attributes

All app icons should adhere to the following specifications.

To publish your Store Listing in Google Play store, a high-resolution icon is required. The high-res icon does not replace your app’s launcher icon but should be a higher-fidelity, higher-resolution version that follows these design guidelines:

Auto layout

Auto Layout is a development tool for constructing adaptive interfaces. Using Auto Layout, you can define rules (known as constraints) that govern the content in your app. For example, you can constrain a button so it’s always horizontally centered and positioned eight points below an image, regardless of the available screen space.

Auto Layout automatically readjusts layouts according to the constraints you specify for certain environmental variations, known as traits. You can set your app to dynamically adapt to a wide range of traits, including:

For developer guidance, see NSLayoutConstraint and UITraitCollection.

Colors

Many companies are recognized by colors. The same works for apps. That is why choosing the color for your mobile icon is so important. What colors work best? Unfortunately, there is no right answer. Though most colors have meanings or at least associations, and these may guide your decision.

Device screen sizes and orientations

iOS devices have a variety of screen sizes and people can use them in either portrait or landscape orientation. In edge-to-edge devices like iPhone X and iPad Pro, the display has rounded corners that closely match the device’s overall dimensions. Other devices — such as iPhone SE and iPad Air — have a rectangular display.

If your app runs on a specific device, make sure it runs on every screen size for that device. In other words, an iPhone-only app must run on every iPhone screen size and an iPad-only app must run on every iPad screen size.

NOTE All scale factors in the table above are UIKit scale factors, which may differ from native scale factors. For developer guidance, see scale and nativeScale.

To learn how screen resolution impacts your app’s artwork, see Image Size and Resolution.

Device size classes

Different size class combinations apply to the full-screen experience on different devices, based on screen size.

Getting started with mobile icons optimization

How do we make sure we use an app icon that drives results?

How can you make sure that you observe all of the above principles? The right place to look for the answer is A/B testing. The most difficult part of it is generating variations.

For a start, you can simply review some of the top performing apps across your categories to find the styles you could try in the design of your mobile app icon. But before you start you should ask yourself:

• Does your icon tell the story and sell the unique features of your app?

Home screen quick action icons

Use the following icons in home screen quick action menus. For developer guidance, see UIApplicationShortcutIconType.

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Layout guides and safe areas

A layout guide defines a rectangular region that helps you position, align, and space your content on the screen. The system includes predefined layout guides that make it easy to apply standard margins around content and restrict the width of text for optimal readability. You can also define custom layout guides.

A safe area defines the area within a view that isn’t covered by a navigation bar, tab bar, toolbar, or other views a view controller might provide.

iOS 15 and later defines a keyboard layout guide that represents the space the keyboard currently occupies and accounts for safe area insets. Using this guide can help you make the keyboard feel like an integral part of your app, regardless of the type of keyboard people use or where they position it. For developer guidance, see UIKeyboardLayoutGuide.

Adhere to the system-defined safe areas and layout margins. These layout guides ensure appropriate insetting based on the device and context. The safe area also prevents content from underlapping the status bar, navigation bar, toolbar, and tab bar. Standard system-provided views automatically adopt a safe area layout guide.

For developer guidance, see Positioning Content Relative to the Safe Area and Positioning Content Within Layout Margins.

Mobile icon optimization: best practices

Even a well-designed icon based on your branding rules can’t guarantee that you’ll win millions of apps in an app store. Only data-driven approach, testing and optimizing different elements of an icon (colors, backgrounds, graphics, compositions etc.), allow you to boost the downloads of your apps and make the most of your mobile icons.

Minor changes like a shade or a different angle of the graphics won’t fit for a split test, as they are not likely to show any serious difference in conversion.

Here are some basic optimization tips:

1. Keep it simple

It’s no doubt you have loads of ideas of what to place on your icon. Try variations with the basic concepts keeping the number of graphical elements to a minimum. Or better, stick to one and check if a lighter design really converts better.

1024 × 1024-pixel canvas is a challenge in itself. So try the design out on the device in multiple contexts and sizes. Make sure your mobile icons look good against a variety of backgrounds.

2. Try different colors

There are lots of nice color combinations in the world and your designer surely knows them well. The difficult question is, which of these nice combinations drive installs. Test and see if a mild pastel background can highlight the main icon element and boost conversions better than a bold contrast one.

3. Let your graphics speak for you

There’s a strange tendency among app developers – quite many of them tend to place the app’s name or some other text on the mobile icon. Why? There’s a plenty of space in the app’s title and description areas.

Of course, many apps successfully use words or letters (sometimes branded, sometimes not) in their mobile icons. If you would like to join the ‘literal’ club, don’t forget to test if extra letters on the icon convert better than the graphic language.

If you choose to use just one meaningful letter associated with your brand it can become a good app icon. Though using it in the context as a logo is still not recommended.

4. Logo/No logo?

Logo and mobile icons have some similarities but they are also different in many aspects. So, it’s very important to understand that an app icon is not a logo. Logos are vector images and icons are raster ones, logos don’t have to be square but they need to look good on letterheads, etc.

The approach, the tools, and the process of creating these images are absolutely different and so are their success criteria. If you still believe that your logo can become a mobile icon be sure to test it and guarantee it delivers the value apart from the brand message.

5. Add borders

Test borders for your app icon, it can make your icon outlined against any background and increase its visibility and appeal.

6. Rely on benchmarks

History repeats itself, so analyze your competitors and do something different. Emulating the leaders is a safe but a tricky route to go down. Your uniqueness is one of the keys to success. Start with the colors as they do make the difference but don’t neglect the research not to end up in a hole.

Models that support display zoom

1. iPhone 11
2. iPhone 11 Pro Max
3. iPhone XR
4. iPhone XS Max
5. iPhone 8
6. iPhone 8 Plus
7. iPhone 7
8. iPhone 7 Plus
9. iPhone 6s
10. iPhone 6s Plus
11. iPad

Multitasking size classes

On iPad, size classes also apply when your app runs in a multitasking configuration.

Ensure that primary content is clear at its default size. People shouldn’t have to scroll horizontally to read important text, or zoom to see primary images, unless they choose to change the size.

Maintain an overall consistent appearance throughout your app. In general, elements with similar functions should look similar.

Use visual weight and balance to convey importance. Large items catch the eye and appear more important than smaller ones. Larger items are also easier to tap, which is especially important when an app is used in distracting surroundings, such as in the kitchen or a gym. In general, place principal items in the upper half of the screen, near the leading side.

Use alignment to ease scanning and to communicate organization and hierarchy. Alignment makes an app look neat and organized, helps people focus while scrolling, and makes it easier to find information. Indentation and alignment can also indicate how groups of content are related.

Size classes

Size classes are traits that are automatically assigned to content areas based on their size. The system defines two size classes, regular (denotes expansive space) and compact (denotes constrained space), which describe the height and width of a view.

A view may possess any combination of size classes:

As with other environmental variations, iOS dynamically makes layout adjustments based on the size classes of a content area. For example, when the vertical size class changes from compact height to regular height — such as when the device rotates from landscape to portrait orientation — tab bars may become taller.

Tab bar icons

Use the following icons in tab bars. For developer guidance, see UITabBarSystemItem.