Image Format Primer

Ok, it’s been a while since we talked tech! From digital advertising to print display, what is the best image or graphic file format? I know it’s easy to go straight for a PNG with that “quick export” button, but is it the right format for your project?

In case you want to deep dive (but not too deep) to learn about all the usual formats and what they do best, jump now to this great article from Shutterstock. I love the side-by-side visuals so you can see what the file formats look like in comparison to each other.

Are JPGs still king?

JPGs are still the go-to format for non-vector images (photos). Their lossy compression ensures details remain in tact while compressing file size. But beware that the smaller the file size, the less data. Print requires more data, or pixels per inch. Be sure you thoughtfully save because that data disappears unless you have the option to choose “lossless compression” in Adobe. For print, it’s best to stick to a PDF.

You might recall some of the basics about JPGs, but what is a JPG-Large? Well, it’s basically just what it says it is–a larger version of the JPG file. Quick trick: You can rename a .jpg-large to .jpg if you run into issues and it will behave in your latest online software like Canva.

PNG is queen. But, like in chess, she does have limitations.

PNGs are perfect for logos (vector graphics) because they retain detail and can travel with transparency which a JPG cannot do. Say goodbye to white boxes! They do have a larger file size, but typically work fine for websites. And that brings up color space. PNGs are inherently RGB, so you’ll be forced into another file type if you need to convert to CMYK for print.

Print-ready? Then choose PDF.

PDF is the high-quality standard when it comes to print. For example, your printer will ask for you for a PDF in order to print your magazine or publication. Everything inside the publication is tidied into a package and exported to be able to retain its original quality, size, location, etc.

And, PDFs carry interactive capability. Digital publications are born from PDFs which can house links and data like bookmarks for an interactive experience.

Perfectly clear? Call on me for help.

Getting it right so your publication is gorgeous – that’s the job! And I take it seriously. Give me a shout and we’ll help you attain the right file format for the project!

– Andrea Exter, cofounder of Monarch Media