Liquid Ice Corporation - that's a great name for a metalworking fluid supplier.  Liquid Ice provides a shorter product list than many suppliers, being 100% water soluble.  This simplifies things by eliminating the need for formula family identification.   

PAGE CHALLENGE -  A short product line is a big benefit here, as Liquid Ice comfortably lists all of their products on a single page. 

CLICKS TEST  (-2)  The Liquid Ice website provides a short trip to the end of the rainbow.  In just 2 Clicks, the End User can travel from the home page to a detailed Product Data Sheet for any coolant product.  The first click travels to the PRODUCTS page where all products are visible and tripping to either an MSDS or the Product Data Sheet is only 1 more click away.

CHART TEST - (Zero)  Bummer.

CLASSIFICATION TEST -  We look at several concepts under classification, including organization, detail, and uniformity of the detail. 

Organization - we prefer by material and operation.  Instead, Liquid Ice Corporation provides with general performance concepts, save for the last product, which is identified by material application.  The other products are classified as "High Performance," "Extra High Performance," and "Value Performance."  I'm guessing I can at least tell you which one cost the most.  

Detail seems a little low as to the number of features listed.  The detail that is provided is in text format so it has the familiar Sales Department flavor of product descriptions.  For example, every product description says “an alternative to oil-based or semi-synthetic coolants” which renders the next sentence redundant, as it starts with "This fully water-soluble.."   That's 20% of the detailed text to say "Water Soluble."

Uniformity is high, but in the format of saying too much of the same thing for each product, thus working against the End User for information gathering.  Put me out of my misery and show me a dot on a chart. 

We never want to go all the way to the Product Data Sheets on different pages to get answers.  A Recommended Application (fluid selection) chart would really help answer questions here, regardless of the overlap. 

MWFMAG has cut and paste to summarize at the 1-click level below.  Don't rely on us for this, check with Liquid Ice.

LIQUID-ICE® HP (High Performance): water-soluble / ferrous and non-ferrous metals / tarnish and corrosion prevention / high pressure applications up to 1000 PSI / high lubricity.

LIQUID-ICE® HPX (Extra High Performance) : Looks an advanced version of LIQUID-ICE® HP / foaming in both soft and hard water conditions / + low foaming in both soft and hard water conditions / does not create mists or vapors / highly resistant to both bacteria and fungus growth.

LIQUID-ICE® VP (Value Performance) :  Similar features to the above products, and assuming competitive price should be primary virtue of this product.

LIQUID-ICE® XP (Brass, Bronze, Copper) :  Special inhibitors to prevent copper salt from leaching during the machining of yellow alloys, such as copper, brass and bronze.