Chart position — tracked daily by LaunchShots
Screenshot changes — detected by LaunchShots
Screenshot style breakdown
Sampled from 6 of HMRC's App Store screenshots — background, accent and theme, measured by LaunchShots (not something Apple publishes).
#F4F4F4 bg
#D6D6D6
#1C6CBC accent
#111111 text
- #1HM Revenue & Customs See your take-home page and
- #2Secure signin Sign in instantly with Face ID, Touch ID or PIN.
- #3Self Assessment payments Make payments to your Self Assessment for any tax you owe.
- #4Help to Save Check your eligibility for Help to Save, set goals, track your
- #5Tax refund If you paid too much tax last year you can easily claim it back
- #6Tax Calculator Work out your take-home pay and how much tax you should pay.
Captions read from the screenshots (OCR, may contain small errors): 6 headlines, 13.2 words on average (longest 16), 83% speak to "you".
Screenshots
iPad screenshots
Icon palette
About this app
Take control of your money and tax with the HMRC app It’s secure, free to download, and easy to use. Get on it, and join millions of people already saving time with the HMRC app. Key Features: - Quick setup: sign in using face recognition, fingerprint scan, or a six-digit PIN - Stay in control: check your tax code and see your pay before it even shows in your bank, so you know you're paying the right amount - Claim a tax refund: find out if you’re due any tax back from us and quickly claim a refund if you’re owed one - Check your State Pension: see how much State Pension you could get, when you can get it and how to increase it, if you can - Self Assessment: a safe and secure way to make Self Assessment payments and get information you'll need to file - Child Benefit support: claim, manage, and update your Child Benefit details - National Insurance: find and save your National I…
App details
What you can learn from HMRC
Every shipping app on the App Store has gone through the same decisions you're working through right now: which screenshot goes first, what caption sits over it, which device frame to show, what color the background should be. The 12 screenshots above are HMRC's answers to those questions — they're public, they're real, and they made it through Apple's review.
What the numbers say: HMRC runs a light set with one background colour (#F4F4F4) carried across every screenshot — the listing reads as a single poster when the shots sit side by side in search results. The accent colour we picked up, #1C6CBC, is the one to reuse for badges, arrows and highlighted words if you borrow this look. Hit Use this style to open the editor with these exact colours and drop your own screenshot in.
Notice the first screenshot in particular. It's the one users see in search results and on the product page, and it's where most apps spend their best caption and tightest design. Look at the proportion of background to phone, where the text sits, what one thing the image is trying to communicate.
Want to see how other Finance apps approach the same problem? Browse more Finance apps in the showcase.
Take what works into your own screenshots
Open LaunchShots and design your App Store & Google Play screenshots — pick a device frame, drop captions, ship in minutes. Free, in your browser.
Open the screenshot editor →Apps with a similar look
Closest background + accent colours among the listings we've analysed — useful when you want to see the same palette handled by a different team.