The following is a very nice intuition. Suppose that your ring $A$ actually is a subring of the ring of all functions $S\to\mathbb{R}$ for some set $S$, where addition and multiplication of functions is defined pointwise (if you like, you can replace $\mathbb{R}$ with any field, or even have different fields as the codomain at different points of $S$). Then a function $e\in A$ is idempotent iff $e(s)^2=e(s)$ for all $s\in S$, i.e. iff $e(s)=0$ or $e(s)=1$ for all $s\in S$. Such a function is determined by the set $T=\{s:e(s)=1\}\subseteq S$ and is called the characteristic function of $T$; we write $e=1_T$.
In this case, the fact that $1-1_T$ is also idempotent is obvious, and we have $1-1_T=1_{S\setminus T}$. The product of two idempotents is also idempotent, with $1_T1_U=1_{T\cap U}$. So to say that $1_T$ and $1_U$ are orthogonal is to say that $1_{T\cap U}=0$, which just means that $T\cap U=\emptyset$. That is, orthogonal idempotents correspond to disjoint subsets of $S$. (Warning: in a general ring, it is not always true that a product of idempotents is idempotent; however, it is true in commutative rings, or more generally if the idempotents commute.)
So idempotents correspond to subsets of $S$ (or at least, those subsets whose characteristic functions are in the ring $A$), the operation $e\mapsto 1-e$ corresponds to taking complements of sets, and taking products of idempotents corresponds to intersecting sets. I'll leave it to you to check that forming unions of sets corresponds to the operation $(e,f)\mapsto e+f-ef$ on idempotents. (Warning: Again, it is not true in a general ring that $e+f-ef$ is an idempotent; you need $e$ and $f$ to commute.)
You can also understand the ideal generated by an idempotent easily from this correspondence. Namely, if $e=1_T$ is idempotent and $f$ is in the ideal generated by $e$, then we can write $f=eg$ for some $g$ and we find that $f(s)=e(s)g(s)=0\cdot g(s)$ for all $s\not\in T$. Conversely, if $f(s)=0$ for all $s\not\in T$, then $f=ef$, since $e(s)=1$ for all $s\in T$. So the ideal generated by $e$ is just the set of all functions in $A$ which vanish on the complement of $T$.
While this discussion was based on the assumption that $A$ was a very special kind of ring (a ring of real-valued functions on some set), the intuitions it gives are often useful for thinking about idempotents in general rings (though as indicated in the warnings above, it is a more accurate intuition in commutative rings than in noncommutative rings). In fact, every commutative ring without nilpotent elements is isomorphic to a ring of functions from some set to a field, if you allow the field to be different at different points of the set; this is a central idea in algebraic geometry. Since modding out the nilradical of a commutative ring turns out not to change its idempotents, this means that the story above is in some sense directly applicable to any commutative ring.