E-commerce websites come in all shapes and sizes, and they all focus on one thing: the product, be it a computer, tablet, T-shirt or whatever. At times it makes good sense to think more about how something is used than about what it is. In the case of IdeaPaint, they could have showed a bucket of paint along with a key sales pitch. You would completely understand what the product is, and so the site would have done its job. Instead, the web team focused on how IdeaPaint is used—and in doing so, they inspire you and show you how it might feel to have the product. You still understand what it is. But by putting it to work, the product suddenly feels more inspiring and more desirable. Though it might be classified as lifestyle photography, I think there is something more believable and more real about this particular sample.
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