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.