When you get a brand package, you likely notice a variety of different versions of your logo, saved as all different types of files. Why are there so many? Each image file type serves a different purpose and is for a different medium. So, let’s demystify them.

RASTER VS. VECTOR

There are two main image file types, raster and vector. Raster image files comprise of pixels. They’re resolution-dependent, usually in dots per inch (DPI) or pixels per inch (PPI). Higher resolution means a greater number of pixels and fine detail. BUT… raster images lose quality when scaled up. Vector images are created using proportional formulas, which means they can scale infinitely without losing quality.

Raster file types include PNG, JPG, TIFF, GIF, BMP and PSD

Vector file types include SVG, EPS, PDF, and AI

Why Does It Matter?

Scalability is what matters. A thumbnail image saved as a PNG won’t be useful when enlarged for a poster because PNG is raster and quality diminishes into visible pixels when scaled up. But an AI file is vector and can scaled to any size, such as a billboard, without losing quality.

JPG VS. PNG

Within raster image file types, the most commonly used are .png and .jpg. It may seem like they’re interchangeable, but they do have different functions. The JPG format can be compressed to reduce the file size while maintaining the resolution. This is very useful for uploading images to websites. However, a JPG does not support transparency. The PNG is better suited for illustrations because it can be saved multiple times without the image degrading, and it supports transparency. However, a PNG is a larger file size, and can slow down website loading speeds.

 🌠 The more you know.

LET’S TALK PDF

A PDF, or Portable Document Format, has many advantages, which is why it’s used often. It’s universal. Whether you’re on a Windows PC, a Mac, or your phone, PDFs can be opened and read. It maintains formatting. What you save is what the PDF delivers. Nothing changes when it’s opened and read. Fonts, images, and layouts all remain intact. A PDF can be password protected, highly compressed, and even support hyperlinks, audio, and video. So, are there downsides? A PDF is excellent for preserving document integrity, which means it’s extremely difficult to edit. Unlike a Word doc, PDFs can’t just be opened and changed. PDFs also require PDF readers, which are usually free, and proprietary software to edit, which is not free. Finally, while they can be compressed, every element contained in the PDF can add up to a large file size regardless of compression.

CMYK vs RGB

What do these letters mean? What are these? CMYK and RGB are colour modes that mix basic colours into different colour possibilities. Each one is better for a different design medium. CMYK stands for Cyan, Magenta, Yellow, and Key (Black). It’s a process that uses pigment, like ink, with layering to create new colours. It’s why your printer is constantly screaming at you that it’s out of cyan. Without one of the colours, printers are limited in what color mixes they can create. RGB stands for Red, Green, and Blue, which it uses as its primary colors. RGB uses light to define color. It combines red, green, and blue lights at different intensities to create colors our eye receptors identify as orange or purple.

CMYK is best for print: stickers, business cards, stationery, signs, flyers, t-shirts, mugs, product packaging, etc.

RGB is best for digital: websites, app logos, online graphics, digital icons, social media images, profile photos, videos, gifs, etc.

WHAT ABOUT PRINT?

What does “bleed” mean in printing lingo? No printer is capable of printing to the very outer edge of a document. A “bleed” achieves that by printing the image on a larger sheet of paper and “bleeding” the image over the intended document size. The printed material is then trimmed to the chosen size. Two things happen in bleed: 1) the image visually extends to the outer edge of the page without white space, and 2) the edges of the image get cut off. So, bleed must be accounted for in design to avoid things like text getting cut off in the trim.

There’s a lot to explore in the techy side of design. We’re happy to answer file type and lingo questions when we consult on your project. Book a free consultation now!