Video Structure & Approach
Before & After Effect: The ad starts by showing a messy, unkempt deck, which immediately sets up a problem that the product will solve. The “before and after” comparison is a powerful technique to visually showcase the effectiveness of the product. People can easily see the impact of using the product, which makes it more relatable and persuasive.
Product Application: The video emphasizes the ease of use, showing how the oil is applied. This helps reassure viewers that it’s a simple process, reducing any hesitation they might have about using the product.
Visual Appeal & Impact: By showing how the deck transforms, the ad highlights the key benefits—how the oil restores and enhances the wood’s appearance, adding both aesthetic value and protection. This also aligns with Cuprinol’s branding, which often focuses on the dual purpose of beauty and functionality.
B&Q Design History Analysis
B&Q, one of the UK’s biggest DIY retailers, presents a more polished and user-friendly digital presence compared to eDecks. While both websites share some minor layout issues, B&Q’s branding is cleaner and more consistent, with a clearer hierarchy and smoother navigation. Their gardening and decking sections are particularly well-organised, offering seasonal advice and helpful visuals that enhance user experience—despite gardening not being their main focus.
Their social media is also more refined. B&Q takes a professional, consistent approach, posting helpful DIY tips, transformation stories, and seasonal guides rather than chasing social media trends. This resonates well with their audience of practical, value-focused homeowners aged 35 and up.
Key Insight for eDecks: B&Q shows the value of balancing promotional content with helpful, well-designed resources. eDecks could improve its brand perception by simplifying its layout, focusing on storytelling, and showing how its products enhance outdoor spaces over time.
Trex UK website
When I visited the Trex UK website, I was immediately struck by how clean, modern, and intuitive it felt. The homepage does a great job showcasing their composite decking products, highlighting their durability, low maintenance, and eco-friendly features. Everything is easy to find—navigation is smooth, with well-organised sections for products, planning tools, and inspiration. The use of high-quality images and a consistent colour scheme really helped me engage with the content, making the whole experience feel professional and trustworthy.
One thing that stood out to me was the range of interactive planning tools they offer. I tried out their Deck Designer, which is a 3D tool that lets you visualise your deck design, choose colours, and even create a material list—super helpful for anyone planning a DIY project. The Cost Calculator also impressed me, allowing me to estimate a project budget based on the size and materials I wanted. Plus, the Colour Selector made it really easy to see how different decking shades would look in various settings. These tools made me feel more confident about the design process and showed how much Trex supports their customers in making informed choices.
What I also appreciated was Trex’s strong commitment to sustainability. Their products are made from up to 95% recycled materials, including reclaimed wood and plastic film, which really aligns with my values as someone who cares about environmental impact. It was clear to me that their manufacturing process is designed with sustainability in mind, and they proudly promote that throughout their website.
When I checked out Trex’s social media, I noticed how consistent and professional it was across platforms. They don’t chase every trend—instead, they focus on quality content like customer testimonials, transformation stories, and educational posts. It’s clear that they’ve built a brand image around trust, performance, and long-term value, which made me see them as more than just a decking company.
Overall, Trex UK gave me a great impression. Their website design, helpful tools, and strong brand values make them a leader in their field. It’s a useful benchmark for how companies like eDecks could improve—by refining their digital experience, offering interactive design tools, and putting more emphasis on eco-conscious messaging.
References List
CuprinolUK (2014). New Cuprinol Decking ad. [online] YouTube. Available at: https://www.youtube.com/watch?v=XyfmwhISagQ [Accessed 1 May 2025].
2. B&Q. (2024). Search results | DIY at B&Q. [online] Available at: https://www.diy.com/search?term=winter++deck [Accessed 1 May 2025].
3. Trex.com. (2025). Trex® Fencing. [online] Available at: https://www.trex.com/products/fencing/ [Accessed 1 May 2025].