All of the pictures in this gallery are of are actually decorated cakes.

You cannot just transpose print candy to screen candy. In print, graphic page ornaments are a matter of taste and brand. On the screen they become confusing clutter.

"It's about impulse-buying, " said Adi Chitayat, Conceptic's chief executive. "If a person starts looking at pictures of chocolate cake, the chances are he'll order it. "