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File formats explained
Know when to use PDF, JPG, PNG, SVG and EPS, and which files to keep for future edits.
Five formats you’ll come across.
The extension is the starting point. What’s inside the file matters too.
| Format | Useful for | Worth knowing |
|---|---|---|
| Print artwork and sharable documents | Can contain text, vectors and raster images. Export settings matter | |
| JPG | Photographs and web images | Lossy compression. No transparency |
| PNG | Screen graphics and transparent images | Lossless raster format. Can produce large files |
| SVG | Web logos, icons and scalable graphics | Vector-based, but can include raster images |
| EPS | Some legacy logo and print workflows | Use when requested. PDF is often a better modern handover |
Raster or vector?
A PDF or EPS is not automatically vector. It can contain low-resolution images too.
Raster: made of pixels
Photographs and pixel-based graphics have a fixed pixel count. Enlarging them too far can reveal blur or blocky edges.
Common examples: JPG and PNG
Vector: made of paths
Shapes and lines can scale easily. Text and logos are often best kept as vectors when possible.
Common exmaples: SVG and vector artwork inside PDF or EPS
What are you trying to do?
Send artwork to a printer
Usually PDF, exported to your printer’s specifications.
Put a photograph on a website
JPG is widely supported. WebP and AVIF may offer smaller files.
Use a logo on a website
SVG is often ideal. PNG works when raster version is needed.
Supply an image with transparency
PNG for raster graphics. SVG for suitable vector artwork.
Keep a file for future edits
Save the original editable document as well as export.
Keep the working file too
A JPG or flattened PDF is not a substitute for the original working file.
PSD
Photoshop artwork with layers.
AI
Editable Illustrator artwork.
INDD
InDesign layouts. Package links and fonts where licensing permits.
Common mistakes to avoid
Renaming .jpg to .png
Changing the filename does not convert the file.
Assuming PNG always means transparent
Check that the image actually contains transparenct.
Assuming every PDF is print-ready
Check dimensions, bleed, image quality and export settings.
Before you send the file
Choose a format suited to the task
Check dimensions and image quality
Check the transparency and file size
Keep a separate editable orignal
related guides
Resolution explained
View guide
How to send artwork to a printer
View guide
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