Win on contrast, not detail
Standing out in App Store search is a contrast game. Your icon sits in a grid beside direct competitors, so the win comes from being visibly different — a different color, a different background, a different style. Adding more detail does the opposite: it muddies the icon at small sizes. Subtract until one bold idea remains, then maximize its contrast against neighbors.
One subject, centered and large
A single, large, centered subject reads instantly; a busy scene does not. Pick the most recognizable element of your app and let it fill the icon with generous padding. Avoid thin lines and text — both vanish at 40px and make the icon feel cheap.
Pick a style that breaks the pattern
If your category is full of flat gradients, a tactile claymation or a luminous neon icon will cut through. If everyone is loud, a clean minimalist mark gets noticed. Scan the top results for your keyword, see what they have in common, and deliberately zag — without abandoning what signals your category.
Test against the real grid
The only valid test is the live App Store search result for your category. Drop your icon in, squint from arm’s length, and ask which icon your eye lands on first. Iterate until it is yours. Then confirm legibility on both light and dark wallpapers.