Illustrated pictures play an important role as mediators of mathematical concepts and relations in mathematical textbooks used in Swedish primary school classrooms. Theories of the meaning of semiotics for teaching and learning, as well as the Variation theory of learning, are used as a framework to investigate the critical aspects for developing multiplicative reasoning through visual presentations. In this study143 students in 3rd grade (age 9-10) participated in a test where multiplication is represented with illustrations, using both additive and multiplicative groupings. The students were also instructed to draw multiplication expressions with various visual supports. Students’ responses were analyzed by quantifying groupings based on the multiplication expressions students identify, as well as the extend of which they use additive and multiplicative visual representations and support in their own drawings. Results show indications of different properties of multiplication that can be presented in illustrations. How teacher knowledge can be used to identify the critical aspects for learning multiplication is here discussed, leading to suggestions regarding ways is which textbook pictures can be useful tools in teaching and learning.