众筹作为一种有效的互联网融资模式，已经成为创业者融资的重要渠道。创业者通过众筹平台展示产品/服务信息，利用文本和图像内容影响潜在用户的决策。鉴于图像内容在社交媒体营销中的重要性，本研究探讨了众筹项目中所展示图片的对象复杂性和像素复杂性对众筹成功率的差异化影响。基于深度学习方法，实证分析发现对象复杂性提升了众筹项目的成功率；像素复杂性却降低了众筹项目的成功率。并且，创业者经验和创业者声誉弱化了对象复杂性对众筹成功率的正向作用，创业者声誉强化了像素复杂性对众筹成功率的负向作用。本研究探究了图像视觉复杂性对真实绩效的影响，丰富了图像视觉营销的相关文献；同时也为创业者开展有效的项目沟通，提供了内容和图像设计方面的指导。

As an effective Internet financing mode, crowdfunding has become an important channel for entrepreneurs to finance. Entrepreneurs present product/service information through crowdfunding platforms and use text and image content to influence potential supporters’ decisions. Given the importance of image content in social media marketing, this study explores the differential effects of object-level complexity and pixel-level complexity of images displayed in crowdfunding projects on the success rate of crowdfunding. Based on deep learning method, empirical analysis has found that object-level complexity increases the success rate of crowdfunding projects; Pixel-level complexity reduces the success rate of crowdfunding projects. Moreover, entrepreneurs’ project experience and reputation weaken the positive effect of object-level complexity on crowdfunding success rate, while entrepreneur reputation strengthens the negative effect of pixel-level complexity on crowdfunding success rate. By exploring the impact of image visual complexity on real performance, this study enriches the relevant literature on visual marketing. At the same time, it also provides effective project communication for entrepreneurs and offers guidance on content and image design.