VWR International: Synergy in Action
On the right-hand page is the table of contents, starting with Air Monitors and ending with Wipers. Nothing extensive here, just the main categories. Certain specialty sections are color-coded—chemicals (red), chromatography (green), safety (purple). The pages of these sections have a matching color-coded stripe down the edges, visible when the book is closed, thus giving the user easy and immediate access. For customers who aren’t inclined to browse and who know precisely what they want, a 200-page section containing indices is at the back. SKUs are indexed twice: by VWR catalog numbers and by manufacturers’ own numbers. And, of course, users can access a massive alphabetical index.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
