[This documentation is preliminary and is subject to change.]

Design your Metro style app to promote your brand. Think about the message you want to send your users when they see your Metro style app in the store, when they see it on their Start screen, when they first launch it, and when they are using it. Take advantage of these opportunities to define and promote your brand in the visual design of your app.

Tiles

The tile is the face of your app. Among the many other apps on the user's Start screen, what will make users want to launch your app? Be sure your tile highlights your app's brand and shows what the app is great at.

Splash screen

Though it's up for just a short time, the splash screen is a great branding moment as your app gets ready during launch—use it to express your app's personality.

First launch

Before users sign up for your service, log in to their account, or add their own content, what will they see? Try to demonstrate the value of your app before asking users for information, and make sure any imagery reinforces your brand.

Landing page

The landing page is where you bring users each time they launch your app. The content here should have a clear focus and immediately showcase what your app is tailored for.

Glyphs and icons

If your app has a very specific aesthetic, consider creating custom glyphs and icons for UI controls that highlight that aesthetic.

Imagery

A picture is worth a thousand words. If you decide to use imagery, it's important to the success of your app that the overall look and feel is inviting. The best way to achieve this is through visual simplicity. Boil down the essence of your app to a single idea, a single image.

Here are some examples:

• If your app is a cooking app, consider what kind specifically. If it's for desserts, a picture of a cupcake from your recipes is a great choice. Just one. One cupcake is not only sufficient, it's more dramatic visually than a whole table full of desserts.
• If you have an app for a card game, it's not necessary to show all the cards in the deck. One card conveys cards. Take it a step further by considering what might be the most iconic of cards. The joker is a great example.

Here's a hint: Don't use user-interface screen shots from your app for tiles. At smaller sizes, the details of a UI aren't very compelling. At full size, screen shots can be good for splash screens, promotional art, and the like.

Crop your images so that the subject is left-side dominant and draws visual interest from left to right. This creates a sense of implied space to the right, which subtly encourages the natural instinct to explore and learn.

Promotional art on the Windows Store

The art your use to promote your app in the Windows Store is very important to defining and raising awareness of your brand in the consumer's mind. You want to present a clear message to your potential users about who you are and you want the message to be memorable.

• Logo   Your logo will appear in the Windows Store on each app page. Therefore, you want a logo that reflects your values and aesthetic across your apps. For example, if you create apps for the legal or medical communities, you probably want a distinctive but classic logo. If you create apps for kids, you probably want a cheerful and bright logo. If you do both, then you need to create a single logo that works for both. Remember that your logo represents you to your users.
• Screen shots  Choose screen shots that highlight what your app is great at. If your app helps users complete some process, like photo editing and sharing, you can consider showing two or three screen shots that follow along that process. Remember that very busy UIs can be hard to read, so make your choices carefully.

Build date: 5/22/2012