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Best practices for creating an effective app icon & optimizing your ASO strategy


ASO Strategy 2023 — Best Practices for an Effective App Icon

ASO (App Store Optimization) is an essential element for the visibility and success of a mobile application. A well-designed ASO strategy includes many aspects, including description, keywords, and screenshots. However, one of the most important and often overlooked elements is the app icon.


In this article, discover how to create effective app icons to optimize your ASO strategy!


Analyze the ASO competition


Before creating your mobile app icon, thoroughly research the competition in your industry. Here are some angles on which you can base your research:


Visual differentiation: By analyzing competitive mobile app icons, you can ensure your icon stands out visually. If all app icons in your industry use similar elements or follow a specific trend, you can explore different avenues to create an icon that catches the eye and stands out from the rest. This helps you stand out in search results and attract more potential users.


Compliance with user expectations: By looking at popular app icons in your industry, you can understand user expectations in terms of design and style. Users often have visual recognition patterns that help them quickly identify mobile apps that match their needs. By creating an icon that matches these expectations, you make it easier for users to recognize and adopt your app, giving you a better chance of increasing user acquisition and download acquisition.


Evaluating trends: Trends in app icon design evolve over time. By studying the competition, you can identify current design trends and decide whether to follow them or avoid them to stand out.


Consistency across the app ecosystem: Mobile app icons are often displayed side by side in search results on the App Store and Google Play Store as well as on the home screen of users' smartphones. By analyzing the competition, you can ensure that your icon fits harmoniously into this ecosystem without blending in with the crowd. By avoiding creating an icon that blends in with other apps or stands out in a negative way, you can gain visibility and increase user engagement.


Analyzing the competition when creating an effective app icon can play a crucial role in optimizing your mobile app visibility and user engagement.


To learn more about how to analyze competition in ASO, click here!


Capturing the essence of your mobile app


Your icon should be a clear and concise visual representation of the essence of your app, which is essential for the success of your ASO strategy and the growth of your mobile app.


Clear communication: Your app icon is often the first visual impression users have of your brand on the App Store or Google Play Store. Think about the main functionality or benefit of your mobile app and try to translate that into a strong, recognizable visual element. For example, if you have a fitness app, you can use the silhouette of a person exercising or a weight symbol. This helps attract users who are interested in the specific features or business area of your mobile app and contributes to an increase in visibility and acquisition of users and downloads.


A recognizable icon: An app icon that captures the essence of your mobile app is more likely to stick in users' minds. When they search for a specific app in the stores or browse their smartphone screens, a memorable icon causes your app to be quickly identified and recognized. This makes the conversion process easier.


Capturing the essence of your mobile app in its icon design can improve your position in search results on the App Store or Google Play Store and lead to better user retention.


Opt for a simple design


Simplicity is key when it comes to creating an effective mobile app icon. Users often have a split second to decide whether they want to click on your mobile app or not.


Readability: A simple icon is more easily readable at a small scale. On mobile device screens, icons are often displayed in a reduced format. If the icon is complex or cluttered, details may get lost and make the icon difficult to recognize. By opting for simplicity, you ensure that your icon is clear and identifiable, even at a reduced size.


Visual consistency: The lens of simplicity helps maintain visual consistency between your icon and the rest of your user interface. If your app uses a minimalist, clean design, a simple icon will fit harmoniously into this environment. Visual consistency reinforces the perception of quality and professionalism of your application, which is essential for gaining user trust and increasing your conversion rate.


Use eye-catching colors: An eye-catching icon can pique users' curiosity and encourage them to click to learn more about your app. In addition, colors help reinforce consistency with the rest of your branding.


An overloaded or too abstract icon can be easily ignored. So opt for a simple design with bright colors and details that are optimized for any type of screen to maximize your chances of gaining visibility and increasing engagement and recognition of your mobile application.

Ad4Screen and Addict Mobile is a mobile marketing agency specializing in mobile advertising and promotions solutions, offering user acquisition services, advertising campaign optimization, performance analysis, visibility and conversions, as well as retargeting.

Test different prototypes with A/B Testing


Testing different prototypes is important when creating an effective app icon as part of optimizing an ASO strategy for several reasons:


Visual impact assessment: Each app icon has a different visual impact on users. By testing different prototypes, you can evaluate the visual impact of each icon and determine which one attracts the most attention, generates interest and stands out from the rest. This allows you to optimize the visual impact of your icon to attract more potential users.


User Feedback: Users are the best judges of the effectiveness of an app icon. By testing different prototypes with a sample of targeted users, you can obtain valuable feedback on their preferences, impressions and associations with each icon. This helps you understand how users interpret your icon and make adjustments accordingly.


ASO Optimization: Optimizing your ASO strategy relies on user engagement and conversion rates. By testing different icon prototypes, you can measure their impact on your app's click-through rates, conversion rates, and downloads. This allows you to identify which icon generates the best results and optimize your ASO strategy accordingly.


Before finalizing your icon, it is important to test different prototypes with A/B testing to compare their effectiveness. These tests will help you ensure that your mobile app icon attracts users and helps improve engagement and maximize the results of your ASO strategy.


To learn more about how to boost your conversion rate with A/B Testing, click here!

Ad4Screen and Addict Mobile is a mobile marketing agency specializing in mobile advertising and promotions solutions, offering user acquisition services, advertising campaign optimization, performance analysis, visibility and conversions, as well as retargeting.

Consider the different platforms


It is important to take into account the specificities of the different platforms on which your application will be available. For example, app icons on iOS have rounded corners, while those on Android have sharper corners. Make sure your icon is tailored to the requirements of each platform and maintains its readability and visual impact across different device types.

Considering different platforms allows you to create an icon that works harmoniously on each platform, maximizing the visual impact, user engagement and results of your ASO strategy.

Ad4Screen and Addict Mobile is a mobile marketing agency specializing in mobile advertising and promotions solutions, offering user acquisition services, advertising campaign optimization, performance analysis, visibility and conversions, as well as retargeting.

Best Practices for Creating an Effective App Icon to Optimize Your ASO Strategy: What to Remember


Creating an app icon is a crucial step in optimizing your ASO strategy and developing your mobile app. By following the best practices mentioned above, you can create icons that are attractive, recognizable, and consistent with your app identity.

Don't forget to test your icons to get the best results and increase your app's visibility on the app stores!


Need advice or support to develop your business?


SMEs or large groups, whether you operate in the banking, insurance, retail, start-up, health sectors, etc.


The AppASO agency located in Paris in the Opéra district (75009) supports you in your ASO, App Growth, or download acquisition strategies.


App ASO has built its reputation on SEO and promotion of mobile applications through its SEO strategy and ASO strategy. Our method? Optimize the visibility of your application, enhance your store profile with powerful visuals to increase consumer engagement in downloading your application and build a tailor-made media acquisition and/or app acquisition campaign.


We offer training tailored to the needs of your business.


Companies such as Kiabi, La Redoute, Fortuneo and Crédit Mutuel trust us, so join us!


😊 Let’s get in touch! 😊



Contact details :



ASO App 7 rue Meyerbeer 75009 Paris Opéra

Email: contact@appaso.fr



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