Dell is to produce a range of new desktops and laptops in a choice of vibrant colours, reports The Wall Street Journal.

The introduction of pink, green, red, and yellow computers, 10 colours in all, suggest Dell are trying to shake off its dull image as a provider of grey and black boxes. Dell's new systems are being accompanied by new flat-panel monitors and consumer services such as online data backup.

The company is also launching a new consumer-focused ad campaign called 'Yours is here'. Dell launched its first consumer PC to use flash memory instead of a traditional hard disk drive to store data. The laptop comes with just 32GB of data storage space.

The company said it would phase out its Dimension brand, used for its desktop computers for more than a decade, and switch to the Inspiron name previously used only for its notebooks. Dell will continue to sell Inspiron notebooks.