Dell tries eye-candy: New colors for its computers

In what seems like an idea from the late 1990s (Apple iMac, anyone?), Dell Inc. (NASDAQ: DELL) is unveiling a computer that transcends the boring white and black schemes of its current PC lineup. Ever see the latest gray on a Dell Inspiron laptop system? Ugh -- and it's 2007 for crying out loud. Dell's design chief in the last few years apparently has not worked closely with the PC maker's contract manufacturers to design good-looking machines. That is changing today, according to the Wall Street Journal (subscription required), which is reporting new and colorful directions for Dell's consumer PCs.

Although the new PC system colors that Dell is launching today are nothing more than just surface color changes (not new designs or anything), this will definitely help the struggling PC maker reach the increasingly picky customer who wants a PC or laptop that is different than all the rest. Apple, Inc. (NASDAQ: AAPL) had this strategy in 1998 when it launched the original iMac and even today has the strategy of differing colors throughout the entire iPod line. Why? Because customers respond to brand marketing that "becomes them" -- and a favorite color is a cheap and easy way to get them hooked.

Dell's new "Yours is here" marketing campaign kicks off today as well, as the company strives to become a more personal partner for buying a PC than before (instead of pumping out PC boxes that were merely ordinary). These colorful (no pun intended) changes in Dell's consumer strategy are just the latest in the computer manufacturer's quest to become more relevant to the consumer and try to win back market share from larger rival Hewlett-Packard Co. (NYSE: HPQ). If Dell can somehow manage to get these new PC colors into the retail sector, it may really have something working for it. Eye candy in person works, and works well. Ever buy a car without regard to color? I thought not.