Icons are essential for shopping apps because they are the only visual element that appears throughout the entire user journey in app stores.
Shopping apps are in a unique position as many of them are linked to a specific brand. When people use the app, they think of the brand. In terms of ASO, it means that a lot of app marketers’ actions on the product page directly depend on the brand’s guidelines.
It’s no wonder that top shopping apps prefer to use branded icons. This approach ensures that the apps are immediately recognizable to their target audiences, reinforcing brand identity.
Source: the App Store and Google Play
In terms of colors, the palette of shopping apps is robust. Here’s a brief look at the dominant colors of top shopping apps below:
As you see, vibrant colors are pretty popular here. Bright and contrasting colors naturally draw the eye, making it easier for brands to capture user attention. Warm, vibrant colors like red and yellow can create feelings of excitement and urgency, which can drive impulse purchases and create a lively shopping atmosphere.
Source: the App Store and Google Play
For Android users, choose bright icon colors over black. The black theme popular on Android devices can cause black icons to blend in and get lost among competitors. This trend is less pronounced on iOS, where black icons tend to perform better.
Source: Google Play
Black and white icons are more popular for iOS devices because Apple’s design philosophy often emphasizes minimalism and timelessness. Black and white icons align well with this aesthetic.
Source: the App Store and Google Play
Apps that don’t focus on a particular product brand (coupon apps, shop assistants, shopping destinations for different products, best deals finders) have more icon creative options to choose from. They often depict shopping carts, coupons, or goods the app sells:
Source: the App Store and Google Play
Tip: When optimizing your app icon, focus on its impact during the app discovery stage. Once visitors reach the product page, the icon’s influence diminishes. To improve your icon, run a series of category tests and choose the version that performs best in a competitive environment.
