Image File Type Quick Guide for Marketers

Image file types

Sometimes it feels like alphabet soup when talking about digital marketing file types for images. There's JPEG, TIFF along with EPS and AI—just to name a few. As a marketing professional, how do I know which ones to use and when? Unless you're a creative, building artwork, or preparing final files for vendors, a basic overview of image file types will help you ask for and receive the right file type.

Here’s a quick guide on what various image file types mean and how they are regularly used.

image file types compared for digital and print use, by photo or graphic content

The above graph gives a general comparison between image file types, showing which are most suitable for full-color photographs, logos and other graphics, web and digital device usage, and high-resolution printing.

Here's a quick summary…

Logos or icons for…

Print or original archive: AI
Web or digital: SVG

Photography for…

Print or original archive: PSD or TIF
Web or digital: JPG or PNG (transparency)

Raster vs. Vector Images

A raster image is the most common form of photographic image. It is made of pixels (or dots) on an x and y axis. Resolution is a measurement of detail, given in dots per inch (dpi). The higher the dpi, the more photographic detail is visible.

The most popular file type formats to save raster graphics include JPEG, PNG, GIF, TIFF, and PDF.

A vector image is rendered mathematically, rather than by pixels (think CAD drawing). As a result, vector graphics are most commonly used for logos and fonts because they can be scaled to any size without losing image quality. Most images created in Adobe Illustrator are vector artwork.

The most popular formats that vector graphics can be saved in include AI, SVG and EPS.

For a more in-depth look at raster and vector image files, read our blog about Image Type, Size and Resolution.

JPG file format

JPEG

JPEG = Joint Photographic Experts Group

JPEG is likely the most commonly used file type on the internet. Though modern websites and browsers will deliver more compressed file types (webp, avif), JPEG is typically the starting point for web photographs. Almost all devices can open and save this file format, which makes it a popular, proven choice. It is great for images that are published online and when you need to keep the file size small. Unfortunately, when the file size decreases, the image quality tends to also “fall apart,” due to compression, making it less ideal for situations that require smooth color transitions or transparent layers.

Best for: general digital photography

good jpeg quality vs. poor jpeg quality

Note the visible quality loss, or artifacting, shown in the image above.

PNG file format

PNG

PNG = Portable Networks Graphic

PNG offers exceptional quality for web graphics. The file sizes are moderate and it's able to store millions of colors without losing quality like JPEG compression. A unique attribute of PNG is that it supports transparency, so it is effectively used in layered graphics. PNG is not compatible with all software and not ideal for print, which can present complications when sharing these files.

Best for: web images that require transparency

GIF file format

GIF

GIF = Graphics Interchange Format

GIF is known for animated features. If you've ever visited Tenor or Giphy, you're well aware of this feature—but GIFs are useful for more than memes. It can be optimized for a very low file size, which is helpful when an image needs to be loaded quickly. It is a great file to use when working with banners, charts and buttons. Since the file size is so low, the image quality isn’t the best. Compared to the millions of colors that PNG can store, GIF can only store up to 256 different colors. When a detailed animation is used online, a more suitable file type will actually be the video format, Webm.

Best for: small animated images online

TIF file format

TIFF

TIFF = Tagged Image File Format

TIFF is known for high quality and large file size. This file type use lossless compression (if at all), and does not lose image quality, which is why it is smart to save photographs for print as TIFF. Professionals who work with images prefer this file because it can store a lot of photographic data. Since TIFF file sizes are so large, they are not suitable for use online. Most often TIFF files are used for print or large-format graphics such as trade show booths and other displays.

Best for: final print/archive files for photographs

PDF file format

PDF

PDF = Portable Document Format

PDF is compatible with almost every application, and almost any file can be saved as a PDF. This file type will support both vector and raster images in one file. Its primary function is to be shareable with anyone anywhere, as most modern browsers render them natively. PDF is also the best file format for sharing documents and editing efficiently.

PDF is the quintessential do it all file type.

Best for: the most versatile format for sharing documents

EPS file format

EPS

EPS = Encapsulated Postscript

EPS has long been an aging file type, but still finds use with certain vendors or applications (older software for very specific output types, like cut vinyl). It will hold raster or vector images and is designed to produce high-resolution graphics. It is similar to PDF because it’s a universal file type; however, EPS is intended for print production rather than viewing and sharing. While EPS does support raster images, TIFF is generally a better choice. Vector EPS files can be good to have in addition to AI files because they are compatible with many software applications, though this failsafe is becoming less and less necessary. In order to open an EPS file, you may need to download graphic software like Adobe Illustrator or Corel Draw.

PDF has largely replaced the EPS file type.

Best for: compatible vector source files

AI file format

AI

AI = Adobe Illustrator

AI is the most trusted format to create vector graphics for designers. Most logos and vector artwork is created in Adobe Illustrator. It is also possible to contain image file types within AI files, but they are not directly editable. This is a great tool for designers, but in order to open this file type, you must have Adobe Illustrator. If you do not have Adobe Illustrator and you receive an AI file to edit, you will need the sender to provide an EPS or PDF.

For archive purposes, it is best to keep an AI version of your art, if possible.

Best for: source files for vector artwork

SVG file format

SVG

SVG = Scalable Vector Graphics

SVG is the ideal file type to use vector graphics with digital devices. Designed for web use and supported by almost all contemporary browsers, this format proves excellent for displaying logos and other complex shapes online. Though it is possible, it is not recommended for print, and editability will be greatly reduced from AI or EPS.

Best for: displaying logos on the web

PSD file format

PSD

PSD = Adobe Photoshop Document

Adobe Photoshop is the premier tool for working with raster images. Designers use Photoshop for everything from retouching photos to website or UI/UX design. PSD files are likely the source file type for any final raster image you have (JPG, TIFF, PNG). It supports many layers and tends to have a large file size. It will also support embedded vector information for shapes and paths (though the final rendering of those shapes will be in pixels). PSD files require Adobe Photoshop to open, so make sure that you have alternate file types (e.g. JPG, PNG, TIFF) for use on the web or in your documents.

Best for: source files for photo editing

Working with image file types can be confusing. It is important to have a basic understanding of file types so you are able to communicate what you are trying to accomplish, which file type is best to use and what file type to specify.