Today’s world is all about appeal. Appliances look sleek and high-tech. Clothes go for glamor and high fashion. Recipes are often accompanied by a mouth-watering illustration. Websites, combine all of the above, with stylish css, attention-grabbing pages, and attractive illustrations.

First Impressions. Let’s look at Dyson’s new website. I am initially greeted by a flash movie of Miyake and Dyson’s vacuum products on a black background, with links above and below. The site strives, and may I add successfully reaches, a clean and professional look. I have no doubts that I can trust this company. The links stand out brightly from each navigation boxes and are categorized as “Store”, “About”, and “support”. Simple, it’s all a customer needs.

Target Audience. I believe Dyson also managed to bring their vacuum cleaners to an international audience, with a dropdown link at the bottom of their website featuring sites in other languages. The Canada one has a slight different look from the UK site, but offers both English and French. I also checked out the Taiwan edition of the site (to my disappointment, nothing for the billion or so population in China?!), and the translations are beautifully done.

Usability. Time to explore the links! The Online Store section features a wide range of vacuum cleaners and accessories. I’m usually not interested in home appliance but this company had made their Dyson genuine accessories like a Science World Robots Exhibition. I’m deeply intrigued by each glossy image and detailed description and am awed both by the design of the site and the functions of each appliance. Well done Dyson!

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