Campaign Visual Design Checklist
Use this checklist to make sure every visual element of your crowdfunding campaign is polished and professional. Check off each item as you complete it. Print this page or keep it open as a reference while you build your campaign.
Free tools mentioned throughout: Canva (design), GIMP (photo editing), Unsplash (free stock photos).
1. Campaign Header Image
Why this matters: Your header image is the first thing people see. On platforms like Kickstarter and IndieGoGo, this image appears in search results, social media previews, and email notifications. A strong header can be the difference between a click and a scroll-past.
| Item | Details | |
|---|---|---|
| Correct dimensions | Kickstarter: 1024 x 576px (16:9). IndieGoGo: 1220 x 686px. GoFundMe: 720 x 480px. Always use the highest resolution possible. | |
| Clear project title | Your album/project name should be readable in large, bold text. Test readability at thumbnail size (about 300px wide). | |
| Artist photo or band photo | Include a photo of you or your band. People connect with faces, not just text and logos. | |
| Simple, uncluttered layout | Maximum 3 elements: project title, artist image, one supporting visual (album art, instrument, etc.). Avoid cramming in too much. | |
| High contrast text | If text is over an image, use a semi-transparent overlay to ensure readability. White text on dark overlay or dark text on light overlay. | |
| No pixelation or blur | Use original high-resolution photos. Never stretch a small image to fit a larger space. |
2. Product and Reward Photos
Why this matters: Backers are buying something they cannot hold yet. Professional-looking product photos build confidence that you will deliver quality rewards.
| Item | Details | |
|---|---|---|
| Album art mockup | Use a vinyl/CD mockup template (free on Canva) to show your album art on a realistic product. This helps backers visualize what they are getting. | |
| Merch photos | If offering t-shirts, posters, or other merch, show the design on a mockup. Canva and Placeit offer free mockup generators. | |
| Consistent backgrounds | Photograph all products against the same background (white, wood grain, or a solid color). Consistency looks professional. | |
| Multiple angles | Show physical products from at least 2 angles. For vinyl, show the front cover, the record itself, and any inserts. | |
| Good lighting | Natural daylight near a window produces the best product photos. Avoid harsh flash photography. | |
| Scale reference | Include something for size reference in at least one photo (a hand holding the product, the product next to a turntable, etc.). |
3. Behind-the-Scenes Photos
Why this matters: Behind-the-scenes content builds emotional connection. It shows backers the real work going into the project and makes them feel like insiders.
| Item | Details | |
|---|---|---|
| Studio shots | Photos of your recording space, mixing board, instruments set up for tracking. Even a home studio looks compelling. | |
| Rehearsal/writing photos | Candid shots of you writing lyrics, working out arrangements, or rehearsing with bandmates. | |
| Performance photos | Live shots from gigs, open mics, or even a living room performance. Shows you are an active performer. | |
| Team photos | If you have collaborators (producer, bandmates, session musicians), include a photo of you working together. | |
| Process shots | Handwritten lyrics, equipment setup, notebook sketches, screen captures of your DAW. These show real creative work in progress. |
4. Infographics
Why this matters: Infographics break up text-heavy campaign pages and communicate complex information at a glance. They are especially effective for budget breakdowns and timelines.
| Item | Details | |
|---|---|---|
| Budget breakdown visual | A pie chart or bar graph showing where the money goes: studio time, mixing, mastering, manufacturing, marketing, shipping, platform fees. Canva has free chart templates. | |
| Timeline graphic | A horizontal timeline showing key milestones: campaign end, recording, mixing, manufacturing, shipping, release. Keeps backers informed of the plan. | |
| Reward tier overview | A visual comparison of what is included in each tier. A simple table or stacked graphic works well. | |
| Stretch goals graphic | If you have stretch goals, create a visual “thermometer” or progress bar showing each unlock level and its reward. |
5. Social Media Graphics
Why this matters: You will be sharing your campaign across multiple platforms. Each platform has different image dimensions. Pre-creating graphics saves time and ensures your campaign looks professional everywhere.
| Platform | Recommended Size | Notes | |
|---|---|---|---|
| Instagram Post | 1080 x 1080px (square) | Bold, eye-catching. Include campaign URL in bio, not in image. | |
| Instagram Story | 1080 x 1920px (vertical) | Use “Link” sticker to drive traffic directly to campaign. | |
| Facebook Post | 1200 x 630px | This is also the size that shows in link previews when sharing your campaign URL. | |
| Twitter/X Post | 1600 x 900px (16:9) | Keep text minimal. The tweet itself carries the message. | |
| YouTube Thumbnail | 1280 x 720px | For your campaign video when shared on YouTube. | |
| Email Header | 600 x 200px | For newsletter announcements. Keep file size under 200KB for fast loading. |
Tip: Canva lets you create one design and then resize it for multiple platforms with a single click (available on the free plan for basic resizing).
6. Brand Consistency
Why this matters: Consistent visual branding makes your campaign look professional and trustworthy. Inconsistent colors, fonts, and styles make campaigns look thrown together.
| Item | Details | |
|---|---|---|
| Color palette defined | Choose 2-3 primary colors that match your album art or artist brand. Use these consistently across all graphics. Write down the hex codes. | |
| Font choices (max 2) | One font for headings, one for body text. Use the same fonts everywhere. Google Fonts has thousands of free options. | |
| Logo usage | If you have a band logo, use it consistently. Place it in the same position on each graphic (bottom right corner is standard). | |
| Photo style consistency | Apply the same filter or color treatment to all photos. This creates a cohesive visual narrative. | |
| Campaign page formatting | Use consistent heading sizes, spacing, and alignment throughout your campaign page text. |
7. Mobile Optimization
Why this matters: Over 60% of crowdfunding traffic comes from mobile devices. If your visuals do not look good on a phone screen, you are losing the majority of potential backers.
| Item | Details | |
|---|---|---|
| Text readable on mobile | Preview your campaign page on a phone. If you have to pinch-zoom to read anything, the text is too small or the image is too busy. | |
| Images load quickly | Optimize images for web. Aim for under 500KB per image. Use JPEG for photos, PNG for graphics with text. | |
| Key info visible without scrolling | Your header image, project title, and funding progress should all be visible in the first screen on mobile. | |
| Video plays on mobile | Test your campaign video on both iPhone and Android. Make sure it loads and plays without issues. | |
| Buttons and links are tap-friendly | Any clickable elements should be large enough to tap with a finger (at least 44 x 44 pixels). |
8. Accessibility
Why this matters: Making your campaign accessible means more people can engage with it. It is also the right thing to do. Accessible design benefits everyone, including people browsing on low-quality screens or in bright sunlight.
| Item | Details | |
|---|---|---|
| Alt text for all images | Write a brief description for every image on your campaign page. Screen readers use this text for visually impaired users. Example: “Sarah Chen playing acoustic guitar in recording studio.” | |
| Sufficient color contrast | Text should have a contrast ratio of at least 4.5:1 against its background. Use the free WebAIM Contrast Checker to verify. | |
| Readable font sizes | Body text should be at least 16px. Never use text smaller than 14px on a campaign page. | |
| Video captions | Add captions or subtitles to your campaign video. CapCut and YouTube both offer free auto-captioning. | |
| Do not rely on color alone | If you use color to convey information (like red for “sold out”), also include a text label or icon. |
Quick Reference: Free Design Tools
| Tool | Best For | Cost | Link |
|---|---|---|---|
| Canva | All-in-one design: social graphics, mockups, infographics, headers | Free (Pro plan available) | canva.com |
| GIMP | Photo editing, retouching, image manipulation (Photoshop alternative) | Free and open source | gimp.org |
| Unsplash | Free high-resolution stock photos for backgrounds and textures | Free | unsplash.com |
| Placeit | Product mockups (vinyl, t-shirts, posters on realistic templates) | Free tier available | placeit.net |
| Coolors | Color palette generator for brand consistency | Free | coolors.co |
| Google Fonts | Free professional fonts for campaign graphics | Free | fonts.google.com |
| WebAIM Contrast Checker | Check if your text colors meet accessibility standards | Free | webaim.org |