Overview of common file formats for images: advantages, disadvantages and benefits

Using images correctly is essential for successful marketing. To ensure that your visual elements are presented in high quality and efficiency, it's important to use the right image formats. In this blog post, we'll look at different image formats, their pros and cons, and when it's best to use them to take your marketing to the next level.

Raster vs. vector formats — scalability makes the difference

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Raster images and vectorized images are two fundamentally different types of image formats that play an important role in marketing.

Raster images, such as JPEG, PNG, and GIF, consist of a fixed number of pixels and are best for photographic or complex images. Because image information is stored in fixed pixels, raster images can lose their quality when they are enlarged, as they must then be interpolated.

Vectorized images, such as SVG and EPS, on the other hand, are based on mathematical formulas that define lines and curves, rather than fixed pixels. This allows full scalability without sacrificing image quality. Vector graphics are ideal for logos, icons, and illustrations as they ensure razor-sharp images at any size.

In the marketing world, it is important to understand the differences between these two image formats and use them accordingly to achieve the best possible visual presentation and support the desired marketing goals.

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Compression of image files - What is important?

Image compression is a crucial aspect for marketing managers when it comes to using images. Compression reduces the file sizes of images to save storage space and improve web page load times. There are two main types of image compression: lossless compression and lossy compression.

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Lossless compression

Lossless compression, as used in formats such as PNG and GIF, makes it possible to reduce image size without sacrificing the quality of the image. This is particularly important when it comes to graphics, logos, or images with transparency, where image quality and clarity are critical. However, the compression rates that can be achieved are limited, so file sizes may not be reduced as much as with lossy compression.

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Lossy compression

Lossy compression, as used in JPEG and WebP, achieves a greater reduction in file size by removing imperceptible image information. However, this results in a loss of image quality, especially at higher compression rates. For this reason, it is important to find the right balance between file size and image quality to ensure optimal visual presentation.

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What is important when we compress image files?

It is crucial for marketing managers to know the right image compression technology for various areas of application. On websites and in emails, it is often important to keep file sizes as low as possible to ensure fast load times and improve the user experience. In printed materials or high-quality presentations, on the other hand, it is advisable to use lossless compression or even vectorized images to ensure the best possible image quality.

Overall, image compression plays an essential role in the effectiveness of your marketing efforts, as it has a direct impact on load times, image quality, and user experience. A deep understanding of the different compression methods enables marketers to make the best decisions and present impressive visual content that engages and influences audiences.

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Pixels, DPI, and image size — why size is relative

Pixel, DPI (dots per inch), and image scale are important terms that marketing managers should understand in order to properly manage and optimize the quality and size of images.

pixels are the smallest units that make up a digital image. Each pixel contains color information and is essentially the building block that makes up the entire image. The total number of pixels in an image determines its resolution. A higher number of pixels results in a higher image resolution and thus to a sharper image, while a lower number of pixels reduces image quality and can lead to blur.

DPI (Dots per inch) refers to the number of ink droplets (or print dots) per inch on a printed page. It is a measure of print quality and influences how fine details and images are printed on paper. A higher DPI results in better print quality, while a lower DPI results in coarser printing.

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The image size describes the ratio of existing pixels and an absolute image area, such as a sheet of paper or a screen. The classic 300 DPI that we all know describes 300 pixel dots per inch of a sheet of paper or screen.

“Identical number of pixels printed on a larger print area or screen decreases the DPI or PPI on screens”

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“Increased number of pixels printed on a consistent print area or screen increases DPI”

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The statement “We need the image in 72 or 300 DPI” therefore only makes limited sense without specifying the size of the output medium. This is because if the absolute pixels remain the same, the DPI would automatically decrease or increase when the print/image area changes.

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Here we present a practical DPI, pixel calculator that you can copy and use as you like.

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It is very important for marketing managers to understand these concepts to ensure that their images have the right resolution — for both digital and printed materials.

By considering the number of pixels, DPI, and image scale, marketing managers can ensure that their visual content is presented in the best possible quality, whether on websites, on social media, in printed brochures, or in other marketing materials. Using these terms correctly ensures a professional presentation and helps to effectively convey the visual message.

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File formats: When do we use which image formats in marketing?

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JPEG (Joint Photographic Experts Group) and JPG 2000

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About the format:

JPEG was developed back in 1992 and is one of the most widely used image formats. It compresses images using a lossy method and enables high quality with relatively small file sizes. JPG 2000 is an evolution of JPEG that supports lossless and lossy compression.

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PNG (portable network graphics)

About the format:

PNG was developed in 1996 and is a lossless image format that supports transparency. It is particularly suitable for graphics, logos, and images with clean lines and texts.

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GIF (Graphics Interchange Format)

About the format:

GIF has existed since 1987 and supports animations and transparency, is therefore also a popular format for 360 degree product images. It uses lossless compression that is limited to limited color palettes.

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SVG (Scalable Vector Graphics)

About the format:

SVG is a vector-based image format developed in 1999. It uses XML to represent images, which means they can be scaled to any size without losing quality.

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WebP

About the format:

WebP was developed by Google in 2010 and combines lossy and lossless compression. It is specifically designed for the web and offers small file sizes and good image quality.

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TIFF (Tagged Image File Format)

About the format:

that TIFFformat was developed in 1986 and supports lossless compression. It is particularly popular in the printing industry and is often used to store high-resolution images.

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BMP (bitmap)

About the format:

The BMP format is one of the oldest image formats and was developed in the 1980s. It uses an uncompressed representation, resulting in large file sizes.

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PDF (portable document format)

About the format:

The PDF format was developed by Adobe in 1993 and is a versatile format that can store not only images but also texts and other elements. It is ideal for sharing documents and presentations.

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Open formats such as PSD, AI, or INDD

About the formats:

These formats are proprietary and used by Adobe products. PSD (Photoshop Document) is the native format of Adobe Photoshop, AI (Adobe Illustrator) is for Adobe Illustrator, and INDD (InDesign Document) is for Adobe InDesign.

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RAW

About the format:

RAW is not a specific file format, but refers to the raw and uncompressed image data directly from the camera. Every camera manufacturer has its own RAW format. RAW is also not an abbreviation, but the English word for “raw”, which stands for the raw data from the cameras.

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EPS (Encapsulated PostScript)

About the format:

EPS is a vector-based image format that can store both vector graphics and raster images. It was developed in 1987 and is widely used by professional printing companies.

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HEIC (High Efficiency Image File Format)

About the format:

HEIC is a modern image format developed by Apple. It uses efficient compression and delivers high image quality with smaller file sizes.

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conclusion

Choosing the right image format is critical to ensure that your marketing content is presented in an appealing and effective way. JPEG and PNG are the most versatile formats that are suitable for most applications. SVG is ideal for scalable graphics, while WebP improves website performance. By understanding the pros and cons of each format, you can make the best decisions for your marketing strategy and build an impressive visual presence.