Whether you’re updating your website, printing marketing materials, or sharing your new brand online, it’s important to understand the file types you’ve been given and when to use them.
Using the wrong file type can cause issues like blurry images, incorrect colors, slow load times, or poor print quality. Let’s break down the most common file types and color models so you know exactly what’s what.
Common File Types
PNG (.png)
Best for: Web, Transparent Backgrounds
PNG stands for Portable Network Graphic. It’s a raster image format, which means it’s made up of pixels. One of the biggest advantages of a PNG is its ability to support transparent or semi-transparent backgrounds—perfect for web graphics like logos or icons that need to sit on different color backgrounds.
JPG/JPEG (.jpg or .jpeg)
Best for: Web, Photos, Small File Sizes
The JPG format (Joint Photographic Experts Group) is widely used online and for everyday image sharing. It compresses image data to reduce file size but doesn’t support transparency. It’s ideal for digital photos or images where file size matters more than maximum clarity.
SVG (.svg)
Best for: Web, Icons, Infinite Scalability
SVG stands for Scalable Vector Graphic. Unlike raster images, SVGs are vector-based, meaning they can scale up or down without losing quality. This makes them ideal for responsive web design, logos, and icons.
PDF (.pdf)
Best for: Print, Sharing Design Files
PDFs (Portable Document Format) are versatile, reliable, and widely used for sharing print-ready artwork. They preserve formatting and quality, making them the go-to format for anything being sent to print or needing a consistent look across platforms.
EPS (.eps)
Best for: High-Resolution Print, Large Format Graphics
An EPS (Encapsulated PostScript) file is a vector format used in professional printing. It retains scalable quality and works seamlessly with design software, making it ideal for large-scale print applications like signage, banners, and merchandise.
Understanding Color Models
RGB
Use for: Digital Displays
RGB (Red, Green, Blue) is a color model used for screens and digital designs. It’s capable of producing bright, vibrant colors not possible in print. Always use RGB files for anything intended for the web, apps, or screens.
CMYK
Use for: Printed Materials
CMYK stands for Cyan, Magenta, Yellow, and Key (Black)—the four ink colors used in most printers. Files for print projects should always be in CMYK to ensure colors look the way you expect once printed.
Pantone (PMS)
Use for: Brand Consistency in Print
Pantone provides a universal color matching system. Designers and printers use Pantone colors to ensure that your “perfect blue” prints exactly the same every time. If color consistency is critical, Pantone is your best friend.
Need Help?
Navigating file types and color models can be confusing—but that’s what we’re here for! If you have any questions or run into issues, don’t hesitate to reach out. We want to make sure your brand looks its best in every format.