Google has begun rolling out an updated Play Store app on Android devices, with a new design that focuses on "bigger images that jump off the page".

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The new Play Store UI has a key focus on images. Users can swipe left and right between menus and categories and the coloured app icons are much larger than the previous version in a bid to make them "jump off the page".

The new design has a significantly lighter and colourful theme than the previous version. It makes use of a card style interface, similar to the one the company users on its Google Now software assistant. The new app also regularly recommends content to users.

Google Play's group product manager, Michael Siliski, said the new design makes it easier for users to find content. In a post on Google's official Android blog, he said:

Similarly themed content is grouped together so you can hone in on a magazine to read or an app to try. As you move down the page, new recommendations continue to appear so there is always more to see and explore.

We've also simplified purchasing so you can breeze through checkout and get to enjoying your movie rental or other content.

Google says the redesigned Google Play store app is in the process of being updated for both Android phones and tablets running Android 2.2 (Froyo).

It is expected to roll out to all devices "over the next few weeks".