Schweiz. Bund für Naturschutz, Zentralstelle, Basel
The pattern
This still is filed under Price-anchoring offer.
Define
A higher reference number is shown first so the real price reads as a concession, not as a starting bid.
Mechanism
People judge a price against the first number they see. The anchor must be a real comparison or it collapses.
Verdict
We have a credible reference the buyer will accept
Why it works
The bear is drawn as a single black shape so it reads at street distance, and its paws are deliberately allowed to cross into the text panel, which stitches image and argument together and drags the eye downward into the copy. The type is a descending ladder, organisation name, then command, then price, then how to act, so the sequence of reading is the sequence of the decision. Naming a minimum of one franc removes the main objection before it forms, and the emphasised HIER converts a general appeal into an action available at the exact spot where the reader is standing.
Steal this when
Copy this when you are recruiting members or subscribers and the barrier is perceived cost: name the floor price in the ask itself rather than hiding it in small print. The paws-over-the-panel device is worth stealing any time an image and a text block are fighting for the same poster and you need one to lead into the other.