PKZ Burger-Kehl & Co. menswear - poster
The pattern
This still is filed under Iconic figure claim.
Define
A single figure, drawn, silhouetted, or posed, is the whole claim. You can read it across a street.
Mechanism
Compression into a body. The figure is not decoration. It is the sentence. Distance-legibility is the test.
Verdict
Poster scale, outdoor, packaging at a glance
Why it works
The garment is given almost the whole sheet as one uninterrupted flat area, which makes the cut of the suit the picture rather than an attribute of it. Colour is rationed to four accents - red face, red glove, green hat band, orange dog - and they sit on a diagonal, so the eye travels down the figure and back up. Drawing the man from behind and slightly stooped strips out the model's personality and leaves a figure the buyer can step into, and the shop-list at the foot does the distribution work without interrupting the image.
Steal this when
Use when you sell a garment or any object whose form is the entire argument: drop the background out completely, render the object as one large flat shape, and spend colour on only two or three accents that steer the eye across it.