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 you do on your
website? What is the difference between an EPS (Encapsulated
PostScript), a JPG or JPEG (Joint Photographic Experts Group) and a
GIF (Graphics Interchange Format) file?
In brief, an EPS is the standard file format used for printing
such things as business cards, brochures and signage, 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 isn't determined by pixels. As a result, an EPS
can be made as large or as 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
doesn't mean it will print badly. Regardless of how it looks on
your screen, it's the file you need to produce
professional-grade printed materials. It is not recommended
for use on your website.
Content Continues Below
A JPG is a compressed image file suitable for use on the
internet, including your website. It contains "raster"
information, which means its resolution is determined by the size
of its pixels. A JPG can display images consisting of millions of
colors--more than 16 million, actually. As a result of its powerful
compression capabilities, JPGs are good for displaying photos and
images with complex color schemes. Although you can place a JPG in
a Microsoft Word document and it may print to a laser-printer well,
you should never use a JPG when professionally printing
documents.
A GIF is another popular choice for the internet. It's 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 (that is, "bit mapped"). Compared to EPS files,
JPGs and GIFs are much smaller resolution files and can't be
enlarged without losing detail.
So how do you know if you should 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 really 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 just what software programs open what file formats? To open
and edit an EPS file, you'll need a software program like Adobe
Illustrator, Macromedia Freehand or Corel Draw. Some applications,
including Microsoft Word, will display but not allow you to edit
EPSs. Microsoft Publisher supports the viewing of some types of
EPSs, but not all of them.
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. Both Microsoft Word and Microsoft
Publisher will allow you to see a JPG but not edit it.
Obviously there are more file types than just EPS, JPG and GIF,
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 Entrepreneur.com's "Image
& Branding" columnist and the founder and president of
LogoYes.com,
the world's first do-it-yourself logo design website. During
John's 25 years in advertising, he's created brand
standards for Fortune 100 companies like Mitsubishi and won
numerous awards for his design work.