We used an extremely bold format, showing users the main feature of Epson's independent cartridges: practicity. With great impact and interactivity, the user turns “on" and “off” the printer’s cartridges, directly affecting the colors on the page hosting the banner. At the same time users see how easy it is to exchange individual cartridges; they realize that, when a certain color runs out, all they have to do is replace the cartridge, which also shows its economic feature.