A device for visually associating categorized product features, comprising: a base (10) having a generally flat surface, and keying arrangements (1000), a readable pattern (102) of categorized feature indicia (1021) in a zone (100) associated with the keying arrangements, a set of transparent sheets (20a, 20b, . . . ) respectively associated to a plurality of products, each sheet having a keying arrangements (2000) complementary to those of the base, so that it can be placed over the readable pattern only in a given orientation, and each transparent sheet including a specific arrangement of semi-transparent zones (201a, 202a, . . . ; 201b, 202b, . . . ) adapted to register with product feature indicia (1021), whereby at least two transparent sheets corresponding to different products can be superimposed and their feature indicia visually highlighted by being seen through their respective semi-transparent zones.