Basically the App just pins dead tiles with images.... it is pretty simple and easy to use for novices.
However if your looking for more functionality, best use something like skinery themes.
With the is you can pin blank transparent tiles (make sure colour is set to accent colour) or with images and associate functionality like dial a number, launch a webpage. Heck you can even make a animated tile and breath some movement to your start screen.
So combined with an app that has cropping abilities, the possibilities are endless
.
Edit: added screenshots,
It's a little crude, just to show what you can do with some of the apps in the store and in this case - Skinery Themes.