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Using digital images

Digital images are everywhere these days, but don’t assume that one image file is as good as another! In both print and web design, it’s extremely important to match the file format you use to the kind of final product you plan to create.

A file that looks great on your Web site’s photo gallery will reproduce poorly if you use it in your annual report. File formats that are fine for printing on your office inkjet or laser printer can’t be used for high quality offset or digital printing.

Here are some guidelines to follow:

.gif	A “gif” file is a low-resolution format and is only acceptable for use on the Web, in e-newsletters or other online communications.
.png	Similar to .gif, this format (pronounced “ping”) is only suitable for online applications, word processing documents or powerpoint presentations and cannot be used in high quality offset or digital printing.
.jpg	This format (pronounced “jay-peg”) can be used on the web, and in word processing documents or powerpoint presentations. It can only be used in offset or digital printing if the resolution is high enough (300 ppi or above).*
.tif	The “tiff” format is best for offset printing and high quality photo reproduction. Image files should be a minimum resolution of 300 ppi* and at 100% of the final printed size for the best results. Enlarging a .tif beyond 110% of its original size will lessen its quality in printed work.
.eps	This format is best for artwork with crisp, clean lines such as logos, typographic designs, etc. An “E-P-S” can be enlarged to any size without a loss in quality.

Images should be provided to your graphic design team as individual files in their original format (.tif, .eps, etc). They should not be embedded into a word processing document, powerpoint or .pdf file.

* Resolution is critical to the quality of an image’s reproduction. Resolution is measured in ppi or “pixels per inch.” The ppi number can be reduced without a problem but it cannot be increased unless you also reduce the dimensions of the image. For example, an image that is 3” x 5” at 72 ppi will be only be 1.2” x .72” at 300 ppi (the appropriate resolution for high-quality offset or digital printing.)

For more information about image files and graphic design, contact
info@gravesfowler.com.

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