FILE FORMATS 101: EVERYTHING YOU NEED TO KNOW ABOUT YOUR DIGITAL ASSETS
In the world of digital design, marketing and web development, working with a wide variety of file formats is part of the everyday routine. No matter your role or position, understanding these file formats and knowing how and when to use them is absolutely essential.
This basic guide will help you to come to grips with the most common formats that you need to be aware of and will provide you with the information you need to be able to understand to prevent any issues during your own creative processes. Let’s break down the formats and give you their best uses.
JPEG
Type: Image File
Best For: Photographs and complex imagery
Why Use It: JPEGs are used to reduce file size, making them perfect for web use when image detail is important, but smaller file size is a priority
Be Careful of: Repeated editing and saving - it will degrade your image quality over time
PNG
Type: Image File
Best For: Graphics with transparency, text overlays and UI elements
Why Use It: PNGs support lossless compression and transparency, making them ideal for web graphics where clarity is key
Be Careful of: Large file sizes compared to JPEG’s
WEBP
Type: Image File
Best For: Web images requiring small size and highest possible quality
Why Use It: WEBP offers superior compression for images without significant quality loss and supports both lossy and lossless formats, as well as transparency
Be Careful of: Certain browsers do not fully support WEBP at this time (although rare)
SVG
Type: Image File
Best For: Logos, Icons, Scalable Graphics
Why Use It: SVG’s are vector-based files, meaning they can scale indefinitely without quality loss. They’re lightweight and editable via code as well, making them ideal for responsive design
Be Careful of: Unsuitable for signage, print production, embroidery, or complex photographs
EPS
Type: Image File
Best For: Print-ready artwork
Why Use It: EPS files are the industry-standard for high-quality vector graphics, especially in print. They’re compatible with almost all professional design software
Be Careful of: Large file sizes, unsuitable for web use
Type: Document File
Best For: Documents, printed materials, cross-platform sharing
Why Use It: PDF’s preserve layout, fonts, graphics and imagery across devices and platforms. They’re excellent for print previews, brochures, books, presentations, posters and so on
Be Careful of: Editing capabilities are limited without proper software
AI
Type: Design Source File
Best For: Vector projects in Adobe Illustrator
Why Use It: Ai files are native file formats to Adobe Illustrator. They support full editing for vector artwork and are essential for professional design workflows. These will often be your master document for any vector work
Be Careful of: Requires specialised software to read, open and edit
PSD
Type: Design Source File
Best For: Raster projects in Adobe Photoshop
Why Use It: PSD files are native file formats to Adobe Photoshop. They retain all layers, effects and other editable elements within a design, making them perfect for image editing and design work
Be Careful of: Large file sizes, requires specialised software to read, open and edit
MP4
Type: Video File
Best For: Universal video playback
Why Use It: MP4 is the most widely supported video format, perfectly balancing quality and compression. Great for YouTube, social media and streaming.
Be Careful of: Compression can reduce video quality
WEBM
Type: Video File
Best For: Web-optimised video
Why Use It: WEBM is a lightweight, open-source video file alternative that offers high-quality playback with smaller file sizes.
Be Careful of: Requires fallback formats for full browser support, certain browsers do not fully support WEBM at this time (although rare)
MOV
Type: Video File
Best For: High-quality video editing
Why Use It: MOV or “QuickTime” format offers some of the highest quality video and audio you can get. It is one of the most commonly used formats in professional editing.
Be Careful of: Huge file sizes, sometimes limited in compatibility
MP3
Type: Audio File
Best For: Streaming, podcasts, music distribution
Why Use It: MP3 is the most widely supported audio format, using lossy compression to significantly reduce file size. It’s the perfect format for websites, apps and portable devices.
Be Careful of: Compression and loss of fidelity, especially at lower bitrates
WAV
Type: Audio File
Best For: High-quality audio production
Why Use It: WAV files are uncompressed and offer the highest audio quality, making them the best choice for professional audio, music mastering and archiving.
Be Careful of: Large file sizes, not ideal for web streaming and mobile apps.
In Conclusion
Choosing the right file type can mean the difference between a perfect design and a blurry mess, a fast loading web page or a slow crawl, smooth video or a jittery experience. Whether you’re working on your website, organising designs for production or dealing with a printing process, knowing your assets and the formats they come in is key to getting the results you desire. It’s always worth keeping all of your formats, you will never know when they will come in handy!
