A paint color selection website arranged to provide a plurality of home pages each comprising a featured project image, each project image employing a plurality of different colors, each color located in a respective region of the image with at least one “hot spot” located in one or more of the regions, each hot spot comprising an attention-drawing animation feature responsive to a first selection operation to cause display of at least one color name, the color name being that of the color of the region where the hot spot lies. The home pages further may include real-life simulating animation features while the system software is operable to select the relative frequency with which each home page appears in response, for example, to a user's successive home page selections. An animated color sheen selection tool is also provided.