Learn More About Branding Your Company
John Williams, co- founder of LogoYes.com, is featured on Entreprenuer.com
as its Branding Columnist. To read more of John's articles on design
and branding go to "About Us" and click on a topic. Other publishers
of John's articles include:
The Original Do-it-Yourself Logo Site
You make your Logo. Then we'll make everything match.
Print vs. Web: What To Know About File Formats (EPS vs. JPG vs. GIF)
by John Williams, President of LogoYes.com Copyright 2007, John Williams
If you've ever had anything professionally printed, you've probably been
asked for an "EPS" of your logo. Ever wonder why you can't just use a JPG,
like on your website? What is the difference between an EPS (Encapsulated
PostScript), JPG or JPEG (Joint Photographic Experts Group) and GIF
(Graphics Interchange Format)?
In brief, an EPS is the standard file format used for printing (e.g.,
business cards, brochures, signage, etc.), while JPG and GIF files are the
most common file formats used on the Internet. Here's why:
An EPS file contains vector information, which means its resolution is not
determined by pixels. As a result, an EPS can be made as large or small as
necessary without compromising print quality or losing design detail.
There's a good chance an EPS file will display poorly on your computer
screen, but this does not mean it will print badly. Regardless of how it
looks on your screen, it is the file you need to produce professional-grade
printed materials. It is NOT recommended for use on your website.
A JPG is a compressed image file suitable for use on the Internet (e.g.,
your website). It contains raster information, which means that its
resolution is determined by the size of its pixels. A JPG can display images
consisting of millions of colors – over 16 million, actually. As a result of
its powerful compression capabilities, JPGs are good for displaying photos
and images with complex color schemes. You can place a JPG in a Microsoft
Word document and it may print to a laser-printer well, however, you should
never use a JPG when professionally printing documents.
A GIF is another popular choice for the Internet. It is a bit-mapped
graphics file format that supports a maximum of 256 colors, making it
practical for almost all Internet graphics except photos. A GIF is the only
option for animation online (unless you use Flash or other expensive
vector-based animation formats). GIFs also support transparency, which means
if you place a transparent GIF over something red, the background color of
your GIF image will appear red.
Both JPGs and GIFs are meant to be displayed on screen but NEITHER is
meant for professional printing. If you try to print using one, the image
will most likely appear blurred or jagged ("bit-mapped"). Compared to EPSs,
they are much smaller resolution files and cannot be enlarged without losing
detail.
Should I use a JPG or a GIF?
In general, GIF files are appropriate for logos, line drawings and icons on
the Internet, or if you require an animated or transparent image. Choose a
JPG for most Web-based photographs.
It's all about quality: As the number of colors in an Internet image
approaches or surpasses 256 (a GIF's maximum), a JPG becomes the better
choice. For images with a simple color scheme, GIFs provide a small file
size without sacrificing image clarity.
What software programs open what file formats?
To open and edit an EPS file, you will need a software program like Adobe
Illustrator, Macromedia Freehand, or Corel Draw. Some applications,
including Microsoft Word ("Insert Picture From File") will display but not
allow you to edit EPSs. Microsoft Publisher ("Insert Picture From File")
supports the viewing of some types of EPSs, but not all.
It's better to edit from a high-resolution EPS file than from a JPG or GIF. However, you can edit JPGs and GIFs using a program like
Adobe PhotoShop. Microsoft Word ("Insert Picture From File") and Microsoft Publisher ("Insert Picture From File") will allow you to
see the JPG but not edit it.
Obviously there are more file types than just EPS, JPGs and GIFs, but these three are among the most commonly used - and most
commonly confused. A general understanding of their applications and differences can make a big difference in the quality of your
promotional materials.
John Williams is president and founder of LogoYes.com, the world's first and largest DIY logo website. In his 25 years in advertising,
he has created brand standards for Fortune 100 companies like Mitsubishi and won numerous international awards for his design work.
