File Formats Are Essential To Successful Reproduction

Like a chef’s utensils or a carpenter’s tools, various file formats effect sharp reproduction of art. Since we are an advertising agency as well as a promotional products company, we are constantly aware of the essential art files sent for printed materials. We have intimate, hands-on experience with desktop publishing software to create logos and camera-ready digital art for everything from ads, brochures and mailers to screens and embroidery patterns for wearables and other promotional items. More times than not, clients will provide low res (resolution) files that they have downloaded from a website or created themselves in a word or publisher format. “It looks ok on my monitor and prints fine on my hp LaserJet”, they will say. Then, without getting real technical, I tell them we need “vector” art. Sometimes they will go back to whoever created their logo/art and send us the proper EPS (Encapsulated PostScript) file. On many occasions, I just tell my artist to convert or totally re-create the art as vector to avoid further frustration and consternation. Here is a description of various types of file formats and their uses and applications:

Raster Graphics

Raster or bitmap images can be photo-realistic and most often used for digital photographs, including digital camera photos and scans. Low res files are typically depicted as .bmp, .gif, .jpg, .png, .pdf and .tif. They are generally smaller files that work well on website graphics and in-house reproduction.

Vector Graphics

Vector graphics are based on mathematical descriptions of points, lines and curves.
Vector images are resolution independent. They have no particular resolution until printed. Images can be scaled to any size without losing reproduction quality. Page layout programs combine vector-based text with raster-based graphics for a high-resolution image. The most widely used software program is Adobe Illustrator, resulting in an .ai file format for sharp, smooth reproduction. Some PC computer artists use the Corel family of software applications to create vector art.

Portable Document Format

The PDF (Portable Document Format) was introduced by Adobe in 1991 and has been widely adapted as the standard by the graphic arts and publishing industries. This file
format permits you to freely exchange electronic documents. Acrobat is the Adobe software application that creates and reads PDF files. Most current graphic applications can export documents as PDF, including Adobe’s Illustrator, InDesign and Quark Xpress.
PDF format holds many distinct advantages for excellent reproduction. It is platform and application independent, self-contained, compressed and viewable. So, even if something was created on a PC, it can be easily opened on a Macintosh computer and vice versa.
PDF’s do not have issues with missing fonts or broken-linked graphics. And, since a PDF file is compressed, it can be easily transmitted over the Internet to print publications, printers, signage/displays and other suppliers that require high-resolution files. What’s more, PDF documents can be viewed with Adobe’s Acrobat Reader which can be downloaded free from their website.

In review, Word and Publisher or other software you bought off the shelf at a Staples or Wal-Mart may be fine for in-house projects. But, if you want to insure the sharpest, cleanest reproduction of a logo or other art use the most powerful and popular desktop publishing software applications such as Illustrator, In Design and Quark. If you do not possess the art skills or finances to purchase these expensive programs, my advice is to put yourself in the capable hands of a professional graphic designer or ad agency. It will avoid headaches and yield the quality you expect and deserve.