How to Pick the Correct File Type

When it comes to file types, the acronyms make no sense. And using the wrong one can impact how people trust and react to your brand! It does matter which version you use. Different types will give you different color and quality outputs. We’ve all seen that website with the obviously not-meant-to-be-there white box around the logo. It doesn’t look professional or pleasing to the eye!

You’ve got a stunning new brand. Here’s how to use the files your designer gave you. The big distinction: decide where your file will be used. Is it on your Instagram feed or will it be a new t-shirt embroidery? So, digital or print?

 

Digital File Use

Within the digital realm, we also have a choice for which file is best. Here are the files to use on your website, social media, email campaigns, videos, and digital ads:

  • PNG (Portable Network Graphics): This file type is probably the most common use if you’re looking to have a transparent, low-resolution graphic. Properly designed, it should have no background color. It uses RGB or Hex Code color formatting, so your brand colors look right when viewed on a screen.

    Examples: Website logo, icons, decorative graphics

  • SVG (Scalable Vector Graphics): If you have a graphic that needs to be scaled, used in an animation, or have higher resolution, then an SVG will allow you to do that without losing quality. This is a vector format (so you can increase its size without it getting pixelated). The downside is that this file type is much larger than an SVG, so use caution when using on your website to avoid slowing down your page load time. (If you’re not worried about quality, you can use a GIF file, but I’m not going to get into that here.)

    Examples: Animated graphics, mobile-responsive visuals that scale largely

  • JPG/JPEG (Joint Photographic Experts Group): If you’re concerned about file sizes, JPG is your file. Be careful to use RGB or Hex Code color formatting for any digital use. And remember that this file size should be generated at the largest version you need; scaling the file up will lower the quality.

    Examples: Social media cover images, photos, email banner images

  • PDF (Portable Document Format): While this may not be the best option for graphics, it is the right file to use when sharing any files for your clients: proposals, digital brochures, etc. Sending a Word Doc or PowerPoint may cause issues on the recipient’s end, but a PDF can be viewed by anyone, anywhere. So you can create items in Microsoft, but export it as a PDF (and if you’re particular about your brand colors showing up correctly, make sure you're designing your content with RGB colors).

    Examples: Digital downloads, workbooks, presentation slide decks

Print File Use

Print is not totally dead. So be sure to use these files when creating your business cards, swag, and signage.

  • PDF (Portable Document Format): Most printers will allow a PDF file, giving you a high-resolution, high-quality option. Nearly all software allows you to export as a PDF. Be sure to create your content and export your PDF using CMYK colors. Most likely you’ll create your content in Word or Adobe InDesign. While some printers allow you to send the .docx or .indd file, it is best to export as a high-quality PDF before sending it to print.

    Examples: Newsletter, brochure, business card

  • EPS (Encapsulated Postscript): This high-resolution vector format is the most universal. The file can be opened in many programs beyond the Adobe Suite. However, some printers request Adobe-specific formats (see below).

    Examples: Logo for company swag

  • AI (Adobe Illustrator Document): I would bet your designer created your logo and submarks using Adobe Illustrator. This vector-based program allows for scaling and adapting without affecting quality. However, the big thing to remember is that you’ll want to outline the text of your design, as sometimes a printer doesn’t have the license for the fonts you’ve used; this can cause big issues with your design.

    Examples: Nearly any graphic print project

 
 

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Branding 101Erin CorradiLogisticsComment