The group built a complete web shop for sustainable luxury furniture and implemented it in a development environment rather than as a click prototype: home page, sub pages and product detail views. My detail views had one clear job. They had to make a high price understandable without shouting. So the product photo sits at the top next to the short summary of material, size and price, with the add to cart action right beside it. Below that, product information, materials and product size follow as separate labelled blocks. Anyone who wants to compare finds the measurements in a fixed place instead of inside running text. Anyone ready to buy does not have to read on first. The restrained colour scheme of green, grey and white follows the same logic: contrast only where a decision is due.