App Icon

The app icon is the small square image that represents your app everywhere it appears: search results, charts, featured rows, and the home screen after install. Because it shows at every stage of discovery, it is the highest-impact single creative asset for both tap-through and conversion.

Effective icons are simple, legible at small sizes, visually distinct from competitors, and consistent with your brand. Overly detailed icons turn to mush at 60 pixels; generic icons blend into the category.

Icon changes can meaningfully move conversion, which is exactly why they should be tested through PPO or Store Listing Experiments rather than swapped on a hunch.