Understanding Digital File Formats: What They Are And When to Use Them
Understanding file types and their appropriate uses is important. The right file is the difference between a polished, professional image and a distorted, pixelated mess. The latter can have a negative impact on your brand.
We send our clients their files in organised folders alongside a ‘how to use’ document, because it’s important to implement your brand effectively using the correct file formats. High-resolution, scalable images are vital for printed stationery while web-friendly formats are key for maintaining quick load times and quality in digital spaces. It makes a big different to how people view your brand. Blurry images don’t look professional while sluggish load times can drive visitors away.
This article is a quick guide to file types and how to use them to elevate your brand.
Quick guide to file types
Before we delve into specific file types, it's important to understand some fundamental concepts.
Vector vs. Raster
Vector Files allow you to scale images to unlimited sizes without losing quality. This is ideal for logos, icons and any graphics requiring resizing.
Examples: .ai | .eps | .pdf | .svg
Raster files are composed of pixels, so can’t be resized significantly without losing some of their resolution quality. They’re mostly used in photographs, scanned artwork and graphics.
Examples: .jpg | .png | .gif | .tif
Hi-Res vs. Low-Res
Hi or Low Resolution refers to the density of pixels in an image.
High-Resolution (Hi-Res)
These files have a high pixel count per inch (typically 300 DPI or more), making them suitable for print.
Low-Resolution (Low-Res)
With fewer pixels per inch (usually 72 DPI), these files are optimised for digital use.
How this affects your brand
Using incorrect printed files with low-res will end up pixelated, while images used for your website with high-res will take longer to load.
Lossless vs. Lossy
Lossless or lossy refers to the way data is compressed in a file.
Lossless Compression
Retains all of the file’s original data, ensuring no loss in quality. This is ideal for images requiring fine detail and subsequent editing.
Lossy Compression
Reduces file size by eliminating unimportant data. This is best for digital use where small file sizes are critical to reduce loading time.
6 main file types you need to know
PDF (Portable Document Format)
A versatile file format that can contain both vector and raster graphics.
When to use: Ideal for sharing final designs, print-ready documents and digital forms. Widely used in both print and digital media.
SVG (Scalable Vector Graphics)
This format will allow you to display vector files on your website.
When to use: Best for logos, icons and any graphics that need to scale across different screen sizes without losing quality.
JPEG (Joint Photographic Experts Group)
The format most commonly used for digital and online images.
When to use: Best for web images, social media graphics and email marketing where small file sizes are more important than high quality. Not suitable for print.
PNG (Portable Network Graphics)
The format known for having the ability to display transparent backgrounds.
When to use: Ideal for web graphics, logos and images requiring transparent backgrounds. Great for digital but can be used in print if a high-resolution file is available.
GIF (Graphics Interchange Format)
A raster file format for simple animations.
When to use: Perfect for short web animations and low-resolution images. Not suitable for print.
TIFF (Tagged Image File Format)
A high-quality file format.
When to use: Best for high-resolution scans, detailed images and printed media where quality cannot be compromised. Not typically used for web due to large file sizes.
Final Note
Using the correct file type for the right purpose looks professional and ensures a high-quality appearance across every aspect of your brand. Whether you're preparing assets for print or creating graphics for social media, understanding these file types and their appropriate uses will lead to a stronger, more cohesive brand presence.