How to Choose

Your Main Image

Leave a powerful first impression by choosing a visual that makes people feel something and want to learn more

Why is my main image important?

Your main image and Your 10-second Elevator Pitch are the first things an investor sees of your campaign.

This visual shapes an investor’s first impression at a visceral level that eludes logic and language. If the investor is drawn to your visual paired with its caption, they’re more likely to click into your pitch. On the flip side, if they’re inexplicably repulsed by the image, they’ll keep scrolling, guaranteed.

Aspect Ratio

Where does my main image appear?

Your main image appears at the top of your campaign page. If you have a video, the main image will turn into your video thumbnail.

What makes a great main image?

The goal of your cover image is to make people feel something.

While your 10-second elevator pitch (above the photo) speaks to logic by explaining exactly what your company does, your cover image should evoke a positive emotional response.

Whether that’s excitement, happiness, trust, hope, or hunger, the feeling transmitted by your image will capture an investor’s attention and invite them to learn more.

You and your product

If your company is centered around a physical product or space, bring it front and center while showing your own humanity as the founder.

Founder & Product Examples

Red Bay Coffee founder Keba Konte stands in front of a coffee bean roaster at his roasting facility in Oakland, California.

Red Bay Coffee founder Keba Konte stands in front of a coffee bean roaster at his roasting facility in Oakland, California. (Red Bay Coffee)

Earth Rides Founder Raven Hernandez poses in front of a Tesla

Founder Raven Hernandez poses in front of a Tesla. Her company Earth Rides offers fleets of Teslas as a sustainable rideshare service. (Earth Rides)

Kare Mobile founder Kwane Watson poses in scrubs in front of a white van with a "Kare" logo on it

Kare Mobile founder Kwane Watson poses in front of his concierge mobile dental service. (Kare Mobile)

A user with your product

Show how real humans interact with your product. You can stage a shoot with a model, use real user-generated content that puts your product front and center, or even pose with your product as if you’re the user.

User with Product Examples

A woman sets a green plant in a white pot on a wooden plant stand, in front of a large rectangular box that says "Leon and George"

Léon and George is a mail-order plant delivery service. In their photo they show a customer unboxing her new plant. (Léon and George)

A woman in a grey tank top wears a black patch on her arm. This patch is a continuous glucose monitor provided by Levels

Levels ships a wearable Continuous Glucose Monitor (CGM) that measures users’ live metabolic data. This photo shows exactly how someone would wear it. (Levels)

Two children are midair, mid-jump, wearing colorful clothes from Mightly

Mightly sells sustainable kids’ clothing. Showing the product on actual, dynamic kids transfers the emotions of those kids to you, the viewer. (Mightly)

Just your product

Maybe your product is more powerful as a standalone visual. This can work well for food, fashion, hardware, and spaces, but usually won’t work well for digital products.

Just the Product Examples

Two pink bathroom mirrors set on top of a credenza in a stylish bathroom with speckled, pink wallpaper

Bathroom renovations company Hubhouze’s product, a professionally designed bathroom that you can order online (Hubhouze)

A close-up of vegan carnitas tacos

Venganza Foods’ vegan tacos. A great food pic can actually make you feel hungry, and to feel something is what we want. (Venganza Foods)

A flat-lay image of a glasses case that says Felix Gray next to two eyeglass frames, a notebook, and a jar

Eyeglass company Felix Gray’s blue light glasses and case. (Felix Gray)

Just your team

Maybe you ship code, science, or something else that’s challenging (or boring) to capture in a photo. In this case, showing the humans behind the product can go a much longer way than missing the mark with a cheesy stock photo, rendering, or literal product shot of your code.

Just your Team Examples

Three co-founders of health startup MedMe smile in front of a MedMe banner

MedMe Health's software for pharmacies may not be engaging to investors who aren’t pharmacists. Instead, the smiling founders invite you into the page to learn more. (MedMe Health)

A photo of around thirty team members who work at Wefunder, smiling, holding each other, and making goofy faces

Showing Wefunder's platform UI is mostly unemotional, but showing the energetic team behind the product invites viewers to learn more. (Wefunder)

A symbolic photo

So you don’t have a product, customer, team, or founder that photographs well and carries emotion. In this case, curate an image that speaks to your offering or the feeling behind your brand.

Try to avoid low-quality or cheesy images with an unrealistic stock image feel. The feeling that these images can give investors is fear and aversion—like maybe you’re a scam.

Dedicate some time to find an evocative, visually stunning, and high-quality visual. You might have better luck on a stock photography site featuring real artists' work, versus Google Images or a mass-manufactured stock photo farm.

Popular free options include Unsplash and Pexels. Popular paid options include Stocksy and Death to Stock.

Symbolic Photo Examples

A meeting space in a beautiful office, with a huge window view to a woody jungle outside

Cohere offers co-living spaces for remote workers. This photo doesn’t depict their actual space, but represents the style of their forthcoming Ecuador location. (Cohere)

A close-up of a vial of liquid being held between a thumb and forefinger

EnGen Bio’s product was still in development at the time of raising. Using a symbolic photo paired with their title as a “vaccine and therapy” gets the idea of their company across. (EnGen Bio)

An ancient-looking image of a ship set on aged newspaper-like parchment

Lords of Fortune LLC is a documentary film about a shipwreck called the RMS Republic. It uses a historic photo of the ship to communicate the look & feel behind their product instead of the product itself. (Lords of Fortune)

A meaningful mockup or screenshot

If you want to show your software or app, there’s only one way to do it meaningfully: stage the product close enough to actually see what it does.

Meaningful Mockup Examples

A mockup of Swell Financial's banking app on a smartphone screen, next to a credit card that's paired to the app, against a bright lime-green background

Swell Financial is a banking app linked to a card. They make this clear with a simple mockup with large, readable product copy. (Swell)

A screenshot of notetaking app Reflect, showing the main notetaking interface and a sidebar that keeps notes organized

Reflect’s product is a note-taking app. They zoom into a corner of the product so you can clearly read their example note, sidebar, and filters and piece together how it works. (Reflect)

A screenshot of a data visualization dashboard in Excel or Google Sheets, showing off Tersho's product, which makes sense of data for businesses

Tersho is a BI tool that lives in spreadsheets. You’re not meant to read the actual BI, but you can tell from a glance that it’s a dashboard living in a Google Sheet. (Tersho)

Restrictions on your main image

  1. No text overlays: Unless it’s inherent to your product, don’t overlay text on your image. Doing this very quickly makes both the text and image hard to see.
  2. No standalone logos: Your image can’t just be your logo. Unless you’re as famous as Airbnb, your logo won’t tell investors anything meaningful about your company.


  1. Use your cover image to make investors feel something. Invite them into your pitch by evoking curiosity.
  2. Use real humans and your real product in your image if you can.
  3. Use your 10-Second Elevator Pitch beneath the photo to pair a powerful descriptor with your visual.
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How to Create your Pitch
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How to Onboard your Lead Investor

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