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(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.

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