The visual description rule of crowdfunding

The rule of the visual description is one of the 20 golden rules of crowdfunding.

It tells us how to build a good description for your crowdfunding campaign. This is a key element to communicate the reasons to convince visitors to turn into backers.

As we’ll see, there are three key elements to design a visual description in a crowdfunding campaign. The logo, the rewards images and the images of the team behind the campaign.

The logo

For any project with a crowdfunding campaign, having a good logo is a great way to generate an attractive visual identity. This doesn’t necessarily mean a registered brand but a logo that can identify the project.

A good example is the board game Streets, a successful Kickstarter campaign of 2020 that, building on previous campaigns, had a great visual identity with an attractive logo.

Rewards images

For any rewards-based campaigns, a good reward structure is key, and presenting them visually helps enormously our backers to understand what’s on offer. These can be illustrations or photos of the actual product the backers can get.

There will be a small percentage of our fan base that will back us altruistically, but the vast majority will be looking for value for their money and we need to show it visually as, on average, they will not dwell on our page for long.

Again, the board game Streets campaign does a great job at presenting the different pledge levels and the differences between their Standard and Deluxe editions.

The images of the team behind the campaign

Getting personal and relatable is a great tool for any crowdfunding campaign. People want to buy from other people and a genuine, engaging story of the journey that a creator has taken up to launching the campaign is certainly very appealing.

Aside from appearing in the video, photos of the individuals and the team are a powerful way to make a personal connection.

Once more, the team behind Streets knows that and has put some quirky details on the bio of each one of the team members.

How to meet the visual description rule of crowdfunding

• Ensuring that you’re clear about what are the three key elements of the visual description for your campaign.
• Producing images to depict the description of the three elements.
• Whenever possible, consider generating additional graphic elements to support the description.

Wrapping it up

It’s important to make your campaign as visual as possible. Your potential backers will not stay on your page for long and an image is worth a thousand words.

If you need help on this front or any other aspect of your crowdfunding campaign, don’t hesitate to contact me.