Image Field Widget
You can edit the image field widget by opening the widget option panel. Here you can add an image and you can also add custom cursors for the hover and close state.
The other lookbooks are both state buttons.
The text is set to 0% opacity on normal state and 100% opacity on rollover state. On rollover state the image fill is set to 30% opacity. You can change the fill color in the fill option panel.