• by Phil Leggiere , March 21, 2006

Making a cutting-edge product truly universal means domesticating it for popular consumption. Few companies do that better than Kodak. With its Simply Pictures Web site (www.kodak.com/go/simplypictures), Kodak brings the latest in digital photography and printing into the middle-class suburban home.

The site, designed by Avenue A/Razorfish, Seattle, shows a virtual home on One Kodak Lane, through which visitors can travel. Visitors to the kitchen get tips on organizing a scrapbook with layouts from craft expert Sandi Genovese of the DIY Network. In the family room, visitors learn how to create a bound digital photo album and design a "doggie bag" of memorable photos for party guests.

The bedroom has tips for making a personalized door sign, and the home office has lessons in making personalized frames and printing photos directly from a cell phone camera. In the craft room, visitors can learn how to organize a "potluck photo party," with each dish identified by a picture of the "chef."