Redesigning Dulux.co.uk was part of an initiative by Dulux in repositioning themselves as a colour expert in the market - adept at combining colours and creating style, whilst focusing on helping customers achieve their desired look at home. The site targets design and style conscious women (15-35 years), encouraging them to collect colour ideas and save them into an online scrapbook which enables them to experiment with colour schemes in real room sets. It then guides the user through planning their project, including ordering free colour swatches, so that they leave the website suitably inspired, confident and prepared to begin decorating. The new site is a smart looking, easily navigable and a fun home decorating resource, which offers visitors a groundbreaking interactive experience, with features that are both stimulating and practical.