Artwork and typography

Artwork and typography

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Advertising (MKT 253)

Unit 6: Advertisement Layout

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of artwork and typography.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Meaning and types of artwork
• Concepts of typography
• Principles of good typography

Detailed Microsyllabus

1. Artwork

   1. Explain artwork preparation for advertisement production.
   2. Compare illustrative and production-ready artwork types.
   3. Check suitability for the selected reproduction method.

2. Typography

   1. Identify typeface, size, weight and spacing choices.
   2. Explain readability and visual hierarchy.
   3. Coordinate typography with brand tone and medium.

3. Quality review

   1. Assess line length, contrast and consistency.
   2. Check text at its intended viewing scale.
   3. Revise typographic choices to support comprehension.

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Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 106–108.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.