Dell uses colour psychology in new servers

Maybe it's lingering memories of Darth Vader and the Death Star but it seems IT staff equate big and powerful servers with the colours grey and black. Market research by Dell Computers has revealed that IT managers feel more comfortable running mission-critical applications on darker coloured boxes, so, not above a little psychological persuasion, Dell has made its newest servers dark grey.

Maybe it’s lingering memories of Darth Vader and the Death Star but it seems IT staff equate big and powerful servers with the colours grey and black. Market research by Dell Computers has revealed that IT managers feel more comfortable running mission-critical applications on darker coloured boxes, so not above a little psychological persuasion, Dell has made its newest servers dark grey.

Dell’s first foray into the server market last year produced the typical pale bone-coloured boxes.

“They were too inviting,” says Sue Stanley, product marketing manager for Dell Australia. “They had lights every where and seemed to say — check me out, come and touch.

“However, the new Power-Edge 2300 is more intimidating. It’s dark, it has no pretty lights, it says ‘go away, I’m trucking along fine’. It’s part of a trend. You’ll see that most manufacturers are bringing out their server lines in these colours.”

Colour scheme aside, the PowerEdge 2300 is aimed at small business and work-groups and starts at $6298 ex GST for a base configuration. Available now, it offers six hot swappable hard drives, dual-processor capability for 333MHz, 350MHz and 400MHz Pent-ium IIs, support for the forthcoming Ultra 2 SCSI standard, and three fans. It also ships with HP OpenView Network Node Mana-ger special edition.

In addition to servers, Dell has announced a new brand of NT workstation — the Precision line starting with the 410. This model uses Intel’s new 440BX chipset and supports dual 350MHZ and 400MHz Pentium II process. The base model starts at $5596 ex GST and ships on May 5.

In addition to hardware configurations, customers can select a range of graphics options including the Diamond 8Mb Permedia 2 AGP card for 2D and 3D performance; and the Appian Jeronimo Pro video card which provides multi-monitor support. For optimum performance Dell offers the Intergraph Intense 3D Pro 3410 GT.

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