Color in advertising

Color in advertising

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 color in advertising.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Color and its qualities
• Functions of color
• Limitations of color uses
• Color features

Detailed Microsyllabus

1. Color qualities

   1. Explain hue, saturation and value in advertising use.
   2. Relate color combinations to contrast and emphasis.
   3. Discuss audience and cultural differences in interpretation.

2. Functions

   1. Use color for identification, attention and visual grouping.
   2. Coordinate color with imagery and product presentation.
   3. Explain how color supports the message hierarchy.

3. Limitations

   1. Assess reproduction variation and added production costs.
   2. Consider legibility and accessibility.
   3. Avoid treating color associations as universal guarantees.

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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.