On this page 7 sections
Design for two audiences: bright, friendly characters and big, simple screens for the child, and clear reassurance for the parent (age range, learning goal, no ads, parental controls). Use illustrated or consenting fictional children, keep everything gentle, and follow Apple’s Kids category and Google Play’s Families rules, which also limit what your app can contain.
Two audiences, one set
In the kids’ category, the person tapping Get is almost always a parent, often on their own phone, with a child leaning over their shoulder. The screenshots have to pass two tests at once: does my child want this, and do I trust it?
For the child, show the fun: characters, bright scenes, a story or game mid-play, with big, simple elements. For the parent, show purpose and safety: the age range, what the child learns, no ads or chat with strangers, parental controls and time limits. A frame just for parents is standard in good kids’ sets.
Keep the design gentle. Big rounded shapes, primary or pastel colour and clear type beat busy scenes full of tiny details, which turn to noise at thumbnail size.
A five-frame plan for a kids app
Delight first, reassurance close behind.
Headlines for kids apps
Kids’ headlines are read by parents. Write to them, warmly.
Colour and style for kids apps
Bright primaries and friendly pastels work, as long as the set stays clean. Pick a small palette, use it on every frame, and let characters bring the extra colour.
Kids category and family rules
Kids category apps choose an age band (5 and under, 6–8, 9–11), may not include third-party advertising or analytics, and keep links out and purchases behind a parental gate (guideline 1.3).
Only Kids category apps may use “For Kids” or “For Children” in their metadata (2.3.8).
Apps for children must meet Google Play’s Families requirements on content, ads and data, and can apply to the Teacher Approved programme.
Never use photos of real children without parents’ explicit permission; illustrated characters are safer and usually better (2.3.9).
Do and avoid
- Design for the child, reassure the parent
- Show the experience mid-play
- State the age range and learning goal
- Give parents their own frame
- Use big, simple, friendly shapes
- Use photos of real children without permission
- Show ads, chat or links out
- Use “For Kids” outside the Kids category
- Crowd scenes with tiny details
- Use scary or competitive imagery
Questions
Who should kids’ app screenshots be designed for?
Both the child and the parent: delight for the child (characters, play) and reassurance for the parent (age range, learning goal, safety).
What are the App Store rules for kids’ apps?
Kids category apps pick an age band and may not include third-party ads or analytics, with purchases and links behind a parental gate (Apple guideline 1.3). “For Kids” in metadata is reserved for the category.
Can I use photos of children in screenshots?
Only with explicit permission from parents. Illustrated characters are safer and usually look better at thumbnail size.
How bright should kids’ app screenshots be?
Bright but clean: a small palette of primaries or pastels, used on every frame, with big shapes and readable type.
