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1. Your customer knows exactly what youre selling and how to buy it within ten seconds.
Assuming that we design for a 800x600 res, it really doesnt leav much room for showing much. Do we cram as much of our good designs within the top half of the homepage, put out good photos of our best designs? Use text? | |  | |  | |
I would say keep your logo/header small, and try to put some of your best products in the top 1/3 of the webpage with maybe a little leader text about what your site is about.
You don't have to cram everything into the top, but it shouldn't be to hard to have an intro and still have a photo/image of one or two of your best designs to draw the user in (the designs should be linked to the product pages for those designs).
Some sites go one step further and make their whole front page just images of their t-shirt designs with links to buy them. That lets the customer know right away that their site is about buying t-shirts and these are the t-shirts we have (ala bustedtees.com)