Patterns Launch screens

Launch screens

The launch screen is a user’s first view of your app.

To cut down on the perceived loading time while launching an app, consider using placeholder UI or branded content for the launch screen.

Placeholder UI Expand and collapse content An arrow that points down when collapsed and points up when expanded.

Placeholder UI is appropriate for app launches and in-app activity.

Placeholder UI provides the most seamless transition for users. For apps with short load times that don’t need strong branding, placeholder UI displays the fewest transitions with fastest perceived responsiveness.

When launched, an app’s core elements, such as status bar, app bar, and bottom sheets, appear without content until the app loads.

Placeholder UI launch screen

Placeholder UI launch screen and Placeholder UI in-app screen

Branded launch Expand and collapse content An arrow that points down when collapsed and points up when expanded.

Branded launch screens display logos or other elements that improve brand recognition during app loading times.

Placeholder UI screens are preferred for users, but branded launch screens can be used in these cases:

  • The first UI screen changes from launch to launch, such as a map, an image, or current location
  • During the initial transition from the launcher

Avoid using branded launch screens for these scenarios:

  • If an app is already running
  • If the launch comes from another app

Other helpful hints:

  • Avoid using text on this screen except your logo and, if applicable, a tagline.
Branded launch screen

Branded launch screen