Mar · 2026 · 6 min
On restraint, and why three colours is plenty
The most considered shops aren't the most colourful ones. A note on choosing less so that what remains gets noticed.
Journal
Notes on building a thoughtful shop.
Short essays on the small decisions that make a webshop feel considered. Read one, steal an idea, ship it on your own store.
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Feb · 2026 · 4 min
What we mean when we say 'photography matters'
Stock photos read as stock. A few practical notes on building a visual language for a small shop.
Jan · 2026 · 8 min
Pricing as a design decision
Round numbers, charm pricing, anchor prices — and when each is the right answer for your storefront.
Dec · 2025 · 5 min
The checkout test: friction in five places
Where shops lose customers between bag and confirmation, and what to do about each.
Nov · 2025 · 3 min
Writing product copy that doesn't sound like everyone else
Eight rewrites of a single product description, with notes on what each one is doing differently.
Oct · 2025 · 7 min
Building a help center people actually use
Why most FAQ pages are unsearchable, and a small pattern that fixes most of it.
More essays in our heads. None published yet — this is, after all, a demonstration.