Chart position — tracked daily by LaunchShots
Screenshot changes — detected by LaunchShots
Screenshot style breakdown
Sampled from 6 of GOV.UK's App Store screenshots — background, accent and theme, measured by LaunchShots (not something Apple publishes).
#1C6CBC bg
#3B80C5
#04244C accent
#FFFFFF text
Reading the caption text from the screenshots in your browser…
Screenshots
Icon palette
About this app
Get faster access to the government information and services that you need most by using the GOV.UK app. Sign-in securely using One Login, and personalise your GOV.UK experience by choosing the topics most important to you. Get quick answers to questions using GOV.UK Chat, a new experimental AI tool available in the GOV.UK app. Enter your postcode to link to your local council’s services directly from your homepage. Enable push notifications to stay informed about things like important dates and deadlines, services you might find useful, and new app features. Search for GOV.UK content, with a record of pages you’ve visited making it easier and quicker to return to content you need. The GOV.UK app delivers an experience of government that’s built around you. This is just the start: with personalisation, security and innovation at the heart of what we do, the app will transform how …
App details
What you can learn from GOV.UK
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 7 screenshots above are GOV.UK's answers to those questions — they're public, they're real, and they made it through Apple's review.
What the numbers say: GOV.UK runs a dark set with one background colour (#1C6CBC) 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, #04244C, 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 Reference apps approach the same problem? Browse more Reference 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.