It indicates the ratio at which the figure has been created compared to the real proportions of the character.
It is a complete miniature version of the character.
For example, a 1/7 scale means that every distance (height, clothing, length) has been divided by 7.
1/4, it's divided by 4, 1/5 by 5, and so on…
So a 1/4 scale figure is always bigger than a 1/7 figure?
Well yes and no. In practice, yes, because most humans are usually the same size, the smaller the scale number, the bigger the figure will be.
However, a 1/5 figure of Godzilla will be bigger than a 1/4 figure of Vegeta!
A 'non-scale' figure typically means that distances have been adjusted to better fit the desired style for the figure.
It is usually done artistically or to create a better impression for the figure.
Well it really only depends on you.
Some appreciate the realism of scalable figures, others prefer the artistic liberty of non-scale figures.
It's up to you to decide!
Source: Images courtesy of "Yume x MRC Repaint 2D by Jonathan Fernandes" and “Nikkei Asia”
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