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The Complete Visual Asset Checklist for SaaS Startups

Every SaaS startup needs the same visual assets, but most teams create them inconsistently. Here's the complete checklist organized by where each image goes.

By Sharon Onyinye

The Complete Visual Asset Checklist for SaaS Startups

Every SaaS startup ends up needing the same set of visual assets. Hero images, product screenshots, social cards, pitch deck mockups, email graphics.

The problem is that most teams create these reactively. You need a Product Hunt image, so you make one. Then you need an OG image, so you make another one with completely different styling. Then your pitch deck needs product shots, so you paste in raw screenshots.

The result is a patchwork of inconsistent visuals that undermines your brand at every touchpoint.

This checklist gives you every visual asset you need, organized by where it goes, with recommended dimensions and practical notes. Create them all in one focused session and your brand will look polished everywhere.

Website Assets

Your website is your home base. These are the visual assets every SaaS landing page needs.

Hero Image

The first thing visitors see. This should be your product's best angle, professionally framed.

  • Dimensions: 1920 x 1080px minimum, export at 2x (3840 x 2160)
  • Format: WebP with PNG fallback
  • File size: Under 500KB after compression
  • What to show: Your core product screen in a device frame with a branded background

This is the single most important visual asset on your site. Spend the most time here. A hero image generator can help you create polished hero images with consistent framing.

Feature Section Screenshots

Typically 4-8 images, one per feature you highlight on your landing page.

  • Dimensions: 1200 x 800px at 2x (2400 x 1600)
  • Format: WebP with PNG fallback
  • File size: Under 300KB each after compression
  • What to show: Tightly cropped views of each individual feature in consistent device frames

Every feature screenshot should use the same device frame style and background family. Inconsistency here is immediately noticeable.

Open Graph (OG) Image

This is what appears when someone shares your website link on Twitter, LinkedIn, Slack, or any platform with link previews.

  • Dimensions: 1200 x 630px (the universal standard)
  • Format: PNG or JPEG
  • File size: Under 300KB
  • What to show: Your product name, a tagline, and optionally a small product screenshot. Keep it simple and readable at thumbnail sizes.

Favicon and App Icon

  • Favicon: 32 x 32px and 16 x 16px (ICO), plus 180 x 180px (Apple touch icon)
  • App icon: 512 x 512px (PNG, square)
  • What to show: A simplified logo mark recognizable at tiny sizes.

Blog Post Header Images

  • Dimensions: 1200 x 630px (matches OG image specs for easy reuse)
  • Format: PNG or JPEG
  • File size: Under 200KB

App Store Assets

If your product has a mobile app or desktop app, you need a specific set of store assets.

App Store Screenshots (iOS)

Apple requires specific dimensions and allows up to 10 screenshots per device type.

  • iPhone 6.7 inch: 1290 x 2796px (required)
  • iPhone 6.5 inch: 1242 x 2688px (required)
  • iPad 12.9 inch: 2048 x 2732px (if you have an iPad app)
  • Number needed: 6-8 screenshots minimum for a competitive listing
  • What to show: Key features, one per screenshot. Add captions and branded backgrounds. Do not use raw screenshots.

Play Store Screenshots (Android)

  • Dimensions: Common: 1080 x 1920px
  • Number needed: 4-8 screenshots (minimum 4 required)
  • Feature graphic: 1024 x 500px (required, shown at the top of your listing)
  • What to show: Same approach as App Store. Branded backgrounds, feature captions.

Social Media Assets

Every social platform where you have a presence needs visual assets.

Profile Images

  • Dimensions: 400 x 400px (works across all platforms)
  • What to show: Your logo mark, not the full wordmark. It displays at 48px or smaller in most contexts.

Platform Headers

  • Twitter/X: 1500 x 500px
  • LinkedIn: 1128 x 191px
  • What to show: Your product in a device frame, your tagline, or a clean branded graphic.

Post Templates

Create 2-3 reusable templates so you do not design from scratch every time.

  • Square posts: 1080 x 1080px (works on all platforms)
  • Landscape posts: 1200 x 630px (optimized for Twitter/LinkedIn)
  • Story format: 1080 x 1920px (Instagram stories)

Marketing Assets

These visual assets support your marketing efforts beyond the website and social media.

Pitch Deck Mockups

When you are fundraising or presenting to partners, you need polished product visuals in your slides.

  • Dimensions: 1920 x 1080px (standard 16:9 slide format)
  • Number needed: 3-5 product screenshots styled for dark slide backgrounds
  • What to show: Your best product screens in device frames. Consistent styling across all deck slides.

Use a startup screenshot tool to create pitch-deck-ready product mockups that look professional without hiring a designer.

Email Campaign Images

Product screenshots for your marketing emails, newsletters, and onboarding sequences.

  • Dimensions: 600px wide (standard email width), export at 2x (1200px)
  • Format: PNG for UI screenshots, JPEG for photos
  • File size: Under 200KB per image, under 1MB total per email
  • What to show: Feature highlights, product updates, onboarding steps. Consistent framing across all emails.

Press Kit Images

When journalists or partners write about you, they need high-quality assets.

  • Logo: SVG (vector) plus PNG at multiple sizes (200px, 500px, 1000px wide)
  • Product screenshots: 3-5 high-resolution product screenshots in device frames
  • Founder photos: Professional headshots at 800 x 800px minimum

Brand Foundation

Before creating any of these assets, establish these foundational elements so everything looks consistent.

Device Frame Selection

Pick one device frame style and use it everywhere:

  • Web apps: Browser frame (Chrome style) or MacBook frame
  • Mobile apps: iPhone (latest model) and/or Android device
  • Cross-platform: MacBook plus iPhone as your standard pairing

Color Palette

Define 2-3 background colors or gradients. Use these consistently across all visual assets. A primary gradient for hero images, a secondary for feature screenshots, and a neutral option for situations where gradients are too much.

Consistent Spacing

Define your padding and margin standards. How much space between the screenshot and the device frame edge, between the frame and the background edge, and in final exports. Document these so anyone on the team can maintain consistency.

The One-Day Sprint

You can create all of these assets in a focused day. Here is how.

Morning: Spend 1-2 hours choosing your device frames, colors, and spacing. Create one template that looks great. Midday: Hero image, feature screenshots, OG image. These are the highest-impact items. Afternoon: Pitch deck screenshots, email images, social templates, press kit. The template is dialed in, so these go faster. End of day: Export everything in the right formats. Organize into folders by category. Document your settings so anyone on the team can maintain consistency.

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