Images to include in a press kit
Having great image resources can significantly improve your chances of having an article written about your app. It is once again about making it as easy as possible for a journalist to cover your app.
Some images are more straightforward to prepare than others. We'll start with the easy ones.
You should never copy your App Store screenshots to your press kit. Because most likely, these are the “fancy” variant with colorful backgrounds and extra text. These look great in the App Store but not so on websites.
The most important images are “RAW” screenshots. Meaning screenshots without any extra modifications - even device frames. These give journalists the most flexibility. You can also include “framed” ones, but only as an addition.
It is also important to have up to date screenshots.
As a bonus you can combine two to four screenshots into a “collage” in the case of iPhone screenshots which makes the resulting image horizontal and great for including on a website. I would really treat those as a extras, because websites and other media might already have their own guidelines for collages along with processes to create them from screenshots.
Other essential tips apply. Show the best and most exciting parts of your in as real scenarios as possible. It does not make much sense to show about screen here.
TIP: If your app relies a lot on user-generated content, it is worth preparing a nice demo one you can quickly turn on. Having great demo content will make creating new screenshots much more effortless and increase the chances of keeping them up to date.
Banners / hero images
Most websites have 16:9 or similar header images for articles. If you can provide a suitable one, the journalist doesn't have to create it or reach for stock image.
Banners can be straightforward if you are comfortable with graphic design software and want something basic or a big task for fancy banners.
The basic one can be just a pretty flat background color (or very subtle gradient) with framed screenshot in a device on one side and icon, name of your app, + tagline on the other side. Once you create your first one, you can reuse the template for your other apps or try offering two variants that differ in colors, for example.
These are the most complex to make; however, they make for great headline images and sharing on Twitter. You can try finding a suitable template online that will let you drop your screenshots, or if you have two phones or a dedicated camera, you can create these yourself.
I think having iPhone/iPad in the center of the frame with your app and some decorations around it on a nice background is more than enough. Match the decorations to your app's theme. So maybe if you have a tasks app, you can have a notebook, pen, and other "productivity" tools in the shot.
You can also use these sparingly to spice up your text description of the app.
Don't forget ImpressKit lets you reorder images as you see fit - so you can have the most important first.
And don't forget to tag them. Like "iPad", "iPhone", "Collage", "Lifestyle" etc.
Plain (or "RAW") screenshots are the most important assets you should provide. If nothing else, definitely offer few up to date screenshots. The other types are more like nice to have and depend on what type of assets you are able to create.