File types and where to use them
Do you have an PSD that won’t open? Have you ever wondered when you should use a JPG instead of a PNG?
Here’s a quick guide on what file type and where to use it.
JPEG (or JPG) - Joint Photographic Experts Group*
JPEGs are one of the most familiar file types. You’ll find them in Word files and supplied by me for use in the sorts of documents. You can also import them into Powerpoint and use them in Canva. They lose quality which is called "lossy" compression which is shorthand for saying that the quality of the image decreases as the file size decreases. You can use JPEGs for projects on the web, in Microsoft documents, email signatures, or for projects that require printing at a high resolution providing the resolution is suitable. There isn’t any difference between JPEG or JPG, the file name was shortened in the early days of Windows.
PNG - Portable Network Graphics*
PNGs are used web pages but you can’t use them for print. PNG files are "lossless:, that means you can edit and the quality remains but they are still low resolution and therefore will be blurred and poor quality in print. You can save your image with more colours on a transparent background which means a sharper image online. These files are great for Canva social media too, but not for print.
GIF - Graphics Interchange Format
GIFs are often used in animations. You’ll find them as additions to social media platforms and in banner ads. GIFs are comprised 256 colors in the RGB. The limited colours means the file size is very small which affects the quality.
TIFF/TIF - Tagged Image File
A TIF is a large raster file that doesn't lose quality. Raster images are compiled using pixels, or tiny dots, containing unique colour and tone details. This file type uses "lossless compression," which means that the data is maintained. You can copy, re-save, or compress the original file and it’ll look great. This file should only be used in print and never on the web as they are huge and will slow down the speed. TIF files are often used in photograph files.
PSD - Photoshop Document**
PSDs are the source files from Adobe Photoshop. This type of file contains "layers" that make modifying the image much easier to handle. Photoshop works with raster images as opposed to vector images.
PDF - Portable Document Format*
PDFs is a universal way of sharing data and created by Adobe. You can comment and make some edits to them. It’s also the file type exchange between designers and printers to create printed material including books and leaflets. Most of my proofs including logos and books are sent to clients in a PDF format so they can be viewed with without any design editing software. Clients can download Acrobat Reader for free and the files will also open in Apple’s Preview programme. There are apps for Windows too.
EPS - Encapsulated Postscript*
And EPS is a file in vector format that has been designed to produce high-resolution graphics for print. A vector is made up of paths or line art that can infinitely scalable because they work based on algorithms rather than pixels. EPS files can be used in print.
AI - Adobe Illustrator Document**
Adobe Illustrator is the industry standard for creating illustrators and all my logo work will have been finalised in this even if the work starts as hand drawn.
INDD - Adobe InDesign Document**
INDDs (InDesign Document) are source files from Adobe InDesign. InDesign is my software of choice and I use this to create print based work such as books, magazines and leaflets. Files from Adobe Photoshop and Illustrator are often blended with InDesign to create work that make the most of the typography, embedded graphics, page content, formatting information and other sophisticated tools.
RAW - Raw Image Formats
A RAW image is the native format for any photo. If you take a photo with your phone or camera, it's saved immediately in a raw file format. The format changes when it’s loaded to social media or imported into a image editing software such as Lightroom or Photoshop. RAW images are important because they capture every element of a photo without
images marked with * will be supplied to all logo clients on final payment for their own use.
Images marked with ** can be made available on request after payment of your invoice. Unless you have the right software, these file can’t be opened but they are your property and are archived with me. There is no charge for the supply of these on any project costing £400. Other projects are subject to £60 per hour rate to cover the costs of retrieving from the archives.
High resolution and low resolution
DPI stands for "dots per inch" and PPI means "pixels per inch." These units of measure are essential for determining if the density of pixels in an image is appropriate for the application you are using. I use the analogy of painting a wall. The more strokes of paint means a better finish. Three hundred is better than 72.
The first decision to make when deciding which resolution you need is of the image is going to be used for print or web. Websites display images at 72dpi, which is low resolution which is fine for the web and the quality will be great. This is not the case for print. Best practices for printing an image will require it to be no less than 300dpi. If you are requesting an image from a photo library, then this detail matters.
Don't try to trick it! I’m a green designer and nifty with Photoshop but nobody can magic up pixels that do not exist. Pulling an image off of the web is mostly illegal anyway, and trying to get it to fit the dimensions of your print project just won't work. You will end up with a pixelated image that appears stretched and distorted, and you’ll be disappointed. If you need help finding an image, then let me know. I’m a trained image researcher too.