Articles on: Swift
This article is also available in:

Loading Screen - A welcome experience users adore

Why is loading screen necessary?

Smooth out unavoidable delays in loading

Uncertain waits always feel longer than finite waits. It’s why the other line in the grocery store always moves faster, and why folks line up early to board a plane, even though they know the entire flight will arrive at the same time.

The anxiety of the unknown makes waiting feel longer—users being unsure if the app is still loading, or not knowing how long the loading process will take. Even on premium devices, waiting is often unavoidable—tasks like loading user data or authenticating with remote services take time to set up before users can begin interacting with the app.

Loading screens help reduce user anxiety around waiting. They make the wait feel shorter, giving users confidence that the app is still loading and sometimes giving real-time feedback to let them know how long it will take.

Welcome users and set the tone for the in-app experience

Great user experiences begin the moment a user opens your app. Loading screens serve to set the scene for users, letting them know “we know you’re here.”

If you’re going to spend time and effort to improve the perceived user experience of your app, the biggest return comes from spending time in the early stages of the user experience.

Best practice for using loading screen

Keep your design simple, but not ordinary

Splash screens should be eye-catching and inviting for new users, giving them a reason to stick around.

Use eye-catching colors, creative background images, original logos, and subtle animation to make your design compelling without being overbearing. Keep your design simple—avoid adding text, advertisements, or other design elements that take longer to digest. Don’t use your splash screen as a marketing billboard, as it could give users the impression you’re targeting them for sales and damage your app’s reputation.

Using a brand image to enhance brand awareness

Adding a company logo or name, a branded background image or graphic, and an optional loading indicator or animation, loading screens make a bold first impression and reinforce brand identity.

Reduce anxiety from waiting

If your store takes a long time to load, it’s important to give feedback on progress. If your site or app doesn’t inform users it’s still loading, they might think their request wasn’t received—or worse, that the site has crashed entirely—and abandon your site.

Keep your users happy, and let them know things are happening. Use visual indicators like progress bars or animations to keep users informed of your app’s progress and reduce abandonment.

Splash screen examples to inspire you




Hope this information would be helpful for you.

Should you need further support, please feel free to contact us via live chat or email us at

Updated on: 09/01/2023

Was this article helpful?

Share your feedback


Thank you!