(1) The logo is a simple text logo, and the same font is used for the rest of the site to create a clean and uniform look. The logo stands out not only because of its size, but it’s also just a little bit bolder. (2) All the pictures went through Photoshop; they were tanned and softened with a very light-red tint, and cropped where needed to align the setting of the pictures. Although the images themselves already convey the vintage style, altering the colouring in this way creates a stronger sense of the products being from another era. (3) The descriptions of the pictures are smaller than the rest of the text and appear in lowercase so as not to steal focus. The price is also smaller – it’s useful for visitors to have this information, but I didn’t want to emphasise it or detract from the product shots. (4) In general the purpose was to create something very clean with only the necessary elements, so that the pictures will set the tone.