Hi-Res, Low-Res, PDFs, EPS’…what’s it all mean?

Eric Gwatney — Fri, 21 Jan 2011 19:51:32 +0000

So your agency ask you for some files so they can get started on your next project, but you’ve got no clue what they are talking about? EPS, PDF, TIF, JPG, GIF, what’s all this garbage mean? No sweat, we’ll just take a couple of minutes and give you a brief description on each and how they fit in to projects you’ll be doing.

First off you’ll need to know the difference between a vector file and a raster image. Vector files are created by lines and dots, also known as curves. They are smooth images and because of the way they are built by lines and dots, can be resized to nearly any dimension needed. These files are usually logos and illustrations. Vector images are built of pixels of color and create that lovely photo you took with your digital camera or that photo you scanned of your brother naked in the sink when he was 2. Vector files have a limit they can be blown up by the amount of pixels they are created with. The more pixels, the larger the file is and the higher the quality.

Another thing to know is image quality. What’s the difference between low-res and hi-res? About 228 DPI, or Dots Per Inch. DPI is used for printing purposes and should be at least 300 DPI. Web images are only 72 DPI and are usually only around 400-800 pixels wide. A hi-res image would typically be over 2,500 pixels wide. Now, if the image you have is 72 DPI, can you just change it to 300 DPI? Generally no, but it depends on how many pixels there are. If you want to change the DPI setting in a program like Photoshop, you have to make sure when you change the DPI that it DOES NOT change the pixel size. If it does, your image will still come out grainy and pixelized as photoshop just enlarges each pixel to make it the new size. If you want to know more on resizing an image, just shoot me an email.

EPS: Most generally used for vector art. This is the form you should have your logo in. If not, make sure you get one from the company or person that created it. Most PC users can not open an eps file unless you have Adobe Acrobat, Adobe Illustrator, or Corel Draw (hopefully you don’t have Corel). This files are ideal for large signs, your stationary, and embroidery among other things.

JPG: Most people already know of this format. Generally used for photos placed on the web, but is also used to save a photo as small as possible during storage. JPGs use very little hard drive space, depending on the pixel size of the photo. This does cause one issue, every time you use that photo, it actually loses a bit of quality. In most cases though, the vast majority of people would never notice.

TIF: This is usually a high-quality photo. You want to use this format when the highest of quality is of most importance. If you know you plan on using a photo for a high-end brochure or large print in your office, a TIF is the best way to save the file and keep it as it’s finest quality.

GIF: This is a low-res web image. These files should never be used in any print advertising, WEB ONLY. The gif format is a very high compression image to keep the file size as small as possible so page loading is as quick as possible.

PDF: If you are dealing with an agency or freelancer already I’m sure you are familiar with these, but what all can they do? PDFs are great for sending hi-res files to print, for posting a lo-res file for people do download from a website or email (say an ad you’d like to share, directions, a map, or some kind of list), for viewing proofs, or making images files small enough to send via email (but not for printing). PDFs are difficult to edit. There are some programs out there that can do it, but most either cost too much or are difficult to edit. Illustrator is a great program to edit PDFs, but is difficult and time consuming. You should also know it greatly increases the file size of the PDF. If you have a file you’d like to be edited, the native file and the artwork that goes with it is always the preferred method to send to an agency or freelance. You’ll incur a lot more fees just sending a PDF vs the native files.

These are just some of the basic files times you’ll see dealing with your agency or freelancer…although hopefully you’ll be dealing with CEA Marketing. Knowing a little more about the file types you’ll be dealing with will help you deal with your agency better and can help cut down costs and production time by delivering the correct file to your agency the first time. If you have questions about file types, don’t hesitate to ask. We are alway here to help.

Print design & layout: For Those DIYers

Eric Gwatney — Fri, 27 Mar 2009 18:46:44 +0000

It’s becoming increasingly popular for people to design and/or edit their marketing materials. It’s understandable, it doesn’t look that hard. I can do that, right? Well, after 4 years of college and nearly 10 years in advertising…it ain’t that easy either.

Well, I can’t stop you from doing your own work, and I do applaud you for learning something new and trying to save your company some valued marketing dollars. So to help you make your company look a bit better here, are a few tips you should know.

1) Fonts: Everyone loves using fonts. I need this font to showcase this service and this font to showcase this other service. Next thing you know it’ looks like a carnival exploded (even carnival posters usually only have two typefaces though). Try to keep it to two typefaces and no more than two type variances of one of them. (ie. A bold Helvetica for headlines, and times with normal and bold for copy). Also try to keep from using more than 3 type sizes. This will keep conformity to your design and not make the users eye dance all over the place trying to figure out want they need/want to read.
http://www.amazon.com/Typography-Workbook-Real-World-Graphic-Design/dp/1592533019/ref=sr_1_1?ie=UTF8&s=books&qid=1238174329&sr=1-1

2) Layout: One of the best way to learn proper layout is with some colored construction paper, sissors, a glue stick, and a pile of 8.5×11 white sheet of copy paper. You cut the construction paper into a bunch of different shapes. Small squares, large squares, HUGE squares, rectangles, circles and maybe even a triangle or two. The more variance in sizes and more pieces of cut up construction paper the better. Now take these shapes and glue them to your copy paper. Align them so they are appealing to your eye. Now, visualize as to what could be a photo, a headline, and your copy. Voila, layout 101.
http://www.amazon.com/Design-Layout-Understanding-Using-Graphics/dp/0713488387/ref=sr_1_30?ie=UTF8&s=books&qid=1238174282&sr=1-30

3) Equipment: Get the right stuff. Leave word for that letter you need to write to your boss and pick up a decent design suite. Of course I recommend a Mac with the Adobe CS3/CS4 package, but not everyone needs that kind of power. Corel makes some decent entry level programs that printers can still use. Oh and publisher is out…please don’t use that for anything but maybe your church newsletter, if you must.
Adobe: http://www.adobe.com/products/creativesuite/design/?promoid=BPDDY
Corel: http://apps.corel.com/lp/other/5590/index1u.html

4) Learn the equipment: Most are pretty easy to learn. And the best thing to do it buy a book. The second best is to hit up a podcast. There are quite a few ranging from beginner to advanced. The book though will help you find the topics you need to look up though. Third is to find a friend who you can call for tips. Also, don’t feel you can’t call you agency and tell them you’re having to cut your marketing budget and have to do more design in house. You may be able to work out a deal for them to check your work and give advice for a small fee. Just watch out about contacting them too often, it may end up cheaper to just send them the work. And I hope you are still sending them a bone or two, other wise you might want to find another source for critquing your work. Below are a couple some links you’ll certainly want to check out.

Indesign CS3 – http://www.amazon.com/InDesign-Macintosh-Windows-Visual-QuickStart/dp/0321503066/ref=sr_1_2?ie=UTF8&s=books&qid=1238173663&sr=1-2
Corel – http://www.amazon.com/Corel-WordPerfect-Suite-8-Dummies/dp/0764501879/ref=sr_1_12?ie=UTF8&s=books&qid=1238173706&sr=1-12
Podcasts – http://itunes.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?id=124921198
- http://itunes.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?id=130134744

In closing, doing small projects here or there on your own can not only cut your costs, but can save you time. Things like small flyers, in house memos, small event posters, and other small projects can be done quickly once you’ve learned the programs. Just don’t get in over your head and you end up doing more design work than your daily job…time is money and a lot of time it’s better to just send the job out and save your time. Good luck and feel free to ask questions.

Keep an eye out for my next blog…Indesign tips and tricks!

CEA Marketing Group » Eric Gwatney

Hi-Res, Low-Res, PDFs, EPS’…what’s it all mean?

Print design & layout: For Those DIYers