Almost every supplement page online opens on a photograph of a bottle in soft light beside a plant. Underneath, in nine-point grey, is the only fact that determines whether the thing will work: how much, how often, for how long.
We have inverted that. The specification is the hero of every product page in this shop, set at sixty pixels, and the photograph sits below it at a size that reflects its actual usefulness.
This is the top of a real product page. Nothing has been removed for the illustration.
A shopper comparing two D3 products is trying to answer one question — is this the same thing more cheaply, or a different thing? Packaging cannot answer it and actively obstructs it, so our comparison view hides photographs entirely and tints the rows that differ.
The uncomfortable consequence is that some of our own products look worse in comparison. That is the correct outcome of an honest comparison, and we have decided to live with it.