A new KURV in an old category

Richard M Lueptow*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution


To compete with Black and Decker's Dustbuster, Dirt Devil's designer line of cordless vacuums uses style to evoke emotion. This moves the device from under the sink or in the basement to the front entry or family room. Dirt Devil changed the rules of the cordless vacuum marketplace by creating a new niche. They combined smart engineering design with elegant industrial design to invite customers to buy cordless vacuum for rooms they never would have put a cordless vacuum in before. Even the names are iconic and cute - KURV, KONE, KRUZ, BRUM, and KWIK. Dirt Devil claims it is "The New Shape of Clean".

Original languageEnglish (US)
Title of host publicationProceedings of the 7th International Conference on Design and Emotion
StatePublished - Dec 1 2010
Event7th International Conference on Design and Emotion 2010 - Chicago, IL, United States
Duration: Oct 4 2010Oct 7 2010


Other7th International Conference on Design and Emotion 2010
CountryUnited States
CityChicago, IL


  • Appliance
  • Cordless vacuum

ASJC Scopus subject areas

  • Artificial Intelligence
  • Software

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