Feature Graphic

Definition

The Feature Graphic (also called Store Feature Image) is a 1024×500 pixel banner image exclusive to the Google Play Store. It appears prominently at the top of an app's product listing, above the screenshots and description. Unlike screenshots or app icons, the Feature Graphic is a platform-specific creative asset that drives visual impact during the crucial first impression—typically influencing CVR decisions within the first 3-5 seconds. Google Play displays feature graphics in browse surfaces, featured collections, editorial recommendations, and inside app category pages, making it a critical traffic driver beyond the product page itself.

How It Works

Apple App Store

Not applicable — Apple App Store does not support feature graphics. Apple's product page layout does not include a banner-style promotional image equivalent to Google Play's feature graphic. Apple uses screenshots and preview video as the primary visual assets below the app title.

Google Play Store

Technical Specifications:

• Required dimensions: 1024×500 pixels (minimum)
• Aspect ratio: 2.048:1 (width:height)
• Format: PNG or JPEG
• Color space: RGB (no CMYK)
• Safe area: Keep critical content within center 900×440 px (40 px margin recommended)
• Text overlay: Max 20% of image area per Google's design guidelines
• Submission method: Upload via Google Play Console > Product Pages > Store Listing > Feature Graphic section

Placement and visibility:

• Feature graphic appears immediately below the app icon and title
• Visible in all Google Play browse pages (Top Charts, Categories, Search results in some contexts)
• Displayed in Google Play Collections (featured, new releases, staff picks)
• Shown in "Featured" sections and editorial recommendations
• NOT visible on app cards in search results (only in full product page and featured sections)
• Can be rotated with seasonal graphics or A/B tested via Store Listing Experiments

Design constraints specific to Google Play:

• Transparent backgrounds NOT supported (must be fully opaque)
• File size should be optimized (recommended under 5 MB, though Google accepts up to 32 MB)
• No animated GIFs or video
• Google Play automatically scales for different screen densities

Amazon Appstore

Not used — Amazon Appstore does not require or support a feature graphic equivalent. Amazon's product page layout prioritizes icon, title, and screenshots but does not include a promotional banner section. Amazon Fire TV apps have different asset requirements but not a standard feature graphic format.

Design Principles That Drive Conversion

1. Readable at Thumbnail Sizes

• Feature graphic is often displayed at 50-70% size in browse pages and collections
• Text must be readable at approximately 150-200 px width (simulating mobile viewing distance)
• Avoid small fonts (minimum 24pt recommended); test legibility at actual deployment sizes
• High contrast between text and background ensures readability on all screen densities

2. Minimal Text Strategy (Max 20% of Area)

• Google's design guidelines recommend keeping text to 20% or less of the image area
• Text should convey key message only (e.g., "50% OFF", "New Update", "Seasonal Event")
• Avoid full sentences; use brief taglines (max 5 words)
• Place text in focal points (top, bottom, or center overlay areas)
• Heavy text reduces visual impact and appears cluttered

3. Brand Consistency

• Feature graphic must align with app icon colors and branding
• Use consistent typography (match app title font if possible)
• Maintain visual hierarchy: logo/icon first, headline second, call-to-action third
• Ensure feature graphic doesn't contradict screenshot messaging

4. High Visual Impact

• Use bold colors, high contrast, or dynamic imagery to stand out in browse surfaces
• Avoid generic or muted backgrounds; apps with vibrant feature graphics see 15-25% higher browse surface engagement
• Images with faces, characters, or dynamic elements outperform static backgrounds
• Keep design clean (avoid visual clutter or multiple competing focal points)

5. Call-to-Action Integration

• Subtle CTA (e.g., app name, "Install Now", "Play Now") can be included
• CTA should be non-intrusive and support the headline message
• Avoid aggressive or overly salesy language (reduces trust)

6. Cultural and Regional Adaptation

• Feature graphics should be tailored per country/language when using localized store listings
• Color preferences vary by region (e.g., red = prosperity in Asia, warning in West)
• Imagery and characters should be culturally appropriate
• Test regional variants in high-revenue markets

Formulas & Metrics

Feature Graphic Impact on CVR:

Browse Surface CVR Impact ≈ 15-25% increase in impressions-to-product-page clicks
Product Page CVR Impact ≈ 5-15% lift vs no feature graphic
Estimated reach: 30-50% of all Google Play traffic sees feature graphics in browse context

Testing Metrics:

• Impression rate: How often the feature graphic appears in browse surfaces (monitored via Google Play Console)
• CTR lift: Click-through rate improvement when feature graphic is updated (measure via A/B testing)
• Browse surface impact: Traffic attribution from "Featured" sections vs search (via Google Analytics + App Store Connect)

Sample Size Calculation for Feature Graphic A/B Test:

Best Practices

1. Prioritize feature graphics when traffic is browse-heavy — apps that rely on featured collections and category rankings should optimize feature graphics aggressively. Apps that rely solely on search may see less immediate ROI.

1. Test via Store Listing Experiments (SLE) — Google Play SLE allows A/B testing feature graphics against your baseline without waiting for organic rotation. Test 1-2 weeks minimum.

1. Optimize for mobile-first viewing — most users see feature graphics on phones (5-6 inch screens). Design with mobile viewport in mind; test on actual mobile devices before deployment.

1. Update seasonally and for major events — feature graphics should refresh for holidays, major app updates, or seasonal promotions. Apps that update feature graphics quarterly see higher average engagement.

1. Use high-quality imagery or design — pixelated, blurry, or low-contrast graphics reduce CVR. Invest in professional design or high-quality stock images.

1. A/B test messaging and visuals separately — run sequential tests: design test first (visual impact), then messaging test (which tagline converts best). Avoid testing both simultaneously.

1. Monitor browse surface performance — track how often your feature graphic appears in featured collections, category rankings, and editorial recommendations. Use Google Play Console reporting.

1. Avoid text overlays that obscure key visuals — text should enhance, not compete with background imagery. Use semi-transparent overlays if text placement requires.

1. Align with custom store listings — if using custom listings for different audiences (new vs returning users, regional), create feature graphics tailored to each segment.

1. Include version/timestamp in file names — maintain organized asset libraries with naming conventions like "feature_graphic_v1_winter_2026.png" to track iterations.

Examples

High-performing feature graphic strategies:

1. Mobile Game with Seasonal Update — Feature graphic showcases new character or level. Bold character artwork, 15% text overlay with "New Level 50 Unlocked". Result: 22% lift in browse collection clicks.

1. Productivity App (New Year Promotion) — Minimalist design with goal-themed visual (e.g., calendar or checklist). Text: "2026 Goals Start Here". Result: 18% CVR lift during Jan-Feb.

1. Fitness App with Live Event — Feature graphic shows athletes or transformation imagery. Text: "Live Challenge: 30-Day Transform". High contrast, energetic colors. Result: 25% increase in impressions from Featured collections.

1. Streaming Service Regional Campaign — Localized imagery with region-specific characters or local flavor. Text in local language, culturally appropriate imagery. Result: 30% higher CTR in regional markets vs generic global graphic.

Weak feature graphic patterns to avoid:

• Generic app logo on bland background (low visual impact)
• Small or illegible text (fails readability test)
• Overly busy design with competing focal points (confuses users)
• Text-heavy messaging (violates 20% rule, appears cluttered)
• Outdated or low-quality imagery (reduces perception of app quality)
• No visual connection to app category or function (confuses users about app purpose)

Dependencies

Influences (this term affects)

• Conversion Rate — feature graphic visibility in browse surfaces drives 15-25% CVR lift
• Impression — feature graphic drives impressions through Google Play browse surfaces and collections
• Custom Store Listings — feature graphics can be customized per listing for A/B testing
• Store Listing Experiments — SLE enables A/B testing of feature graphics
• Visual Hierarchy — feature graphic is first major visual element users see
• Browse Surface Traffic — feature graphics determine visibility in Featured and Category pages

Depends On (affected by)

• App Icon — feature graphic must align with icon branding
• Screenshot — feature graphic should maintain visual consistency with screenshots
• Brand Guidelines — design must follow brand color, typography, imagery standards
• Localization — feature graphics should be adapted for regional markets
• wiki:ab-testing — systematic testing required to optimize performance

Platform Comparison

Related Terms

• Screenshot
• App Icon
• App Preview Video
• Store Listing Experiments
• Custom Store Listings
• Conversion Rate
• Conversion Rate Optimization (CRO)
• Store Listing Localization
• wiki:ab-testing
• Impression
• Visual Assets & Creative

Sources & Further Reading

• Google Play Console: Feature Graphic Requirements and Guidelines
• Google Play Academy: Using Feature Graphics in Browse Surfaces
• SplitMetrics: Feature Graphic A/B Testing Benchmark Report 2024-2025
• App Annie / Sensor Tower: Feature Graphic Impact on Google Play CVR