If you know HTML, you can edit the description field when creating/editing a product and insert the HTML code you desire. If you don't know how to write HTML, you can enable the HTMLArea editor as described above.
To change the overall product page layout, edit /includes/templates/your_template/templates/tpl_product_info_display.php.
If it is the "new products" page you want, edit /includes/modules/your_template/new_products.php.
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