make a new folder (for this example: AppBundle)
drag the finished application file (.app) and any other files you want the user to have into AppBundle
create a background image (png file)
using the terminal, create a hidden directory named .background in AppBundle
copy the background image into the .background folder
open Disk Utility
drag the AppBundle folder onto the Disk Utility icon, or use File → New → Disk Image from Folder… and select AppBundle
set the Image Format to read/write, and don't use encryption
save the dmg file as “AppBundle read-write.dmg”
mount (open) the “AppBundle read-write.dmg” file in the Finder
press command-j to bring up the window settings dialog
click “This window only” so the changes won't modify any other folders
in the Background section, select Picture
since the image is in a hidden folder, use command-shift-g to bring up the Go To Folder sheet
type the full page to the background folder: /Volumes/AppBundle/.background and click Go
select the background image, and click Select (Finder needs to have “show all file extensions” enabled)
adjust the icons and window as desired:
once you have the window looking exactly the way you want users to see it, unmount the dmg file (eject)
in Disk Utility, use the convert tool on the AppBundle read-write.dmg file
AppBundle.dmg should open up with your view settings intact