We get a lot of questions from clients regarding image formats. Not only do they usually want to know what image format to use when sending us their logos, but they also ask about the differences in general. So, I decided to make a comparison of the big three—JPEG (.jpg), GIF, and PNG.

For each, I decided to show examples of the same image in high-quality, a medium quality, and a really (read: “horribly”) terrible quality. You might wonder why I’d include such a horrendous image which you would never use. I think is helps give some insight in how the different formats treat compression/color reduction. Hopefully, it will help you to understand a little more as to what is happening when you save in one of these formats.

Also, I put the examples ove a color background so you can get a good idea of transparencies (if available).

JPEG Image Type

jpeg image: minimal compression

Minimal Compression

jpg image: medium compression

Medium Compression

jpeg image: rediculous compression

A TON of Compression

The Skinny on JPEGs—

Good for:

• Photographs

This type of compression is less visible when there is a lot of detail, typical of photographs.

• Large Files

JPEGs are typically smaller than PNGs of comparably quality, and look nicer than GIFs.

Bad for:

• Transparancy

JPEGs don’t support transparency at all. For that you need PNG or GIF.

• Flat Colors

Compression becomes very obvious on flat colors, particularly around the edges.


gif image: 256 colors

256 Colors

gif image: 128 colors

128 Colors

animated gif image


The Skinny on GIFs—

Good for:

• Animations

GIF animations have come back into vogue (which may or may not be a good thing). Be careful, though—animated GIF files can become very large (just compare the different file sizes above).

Bad for:

• Everything Else

GIFs are pretty bad for photos. Their transparency is not variable like PNGs. (Do you see the edges around the images above?)


image format: png rgb

RGB color (24 bit)

Image Format: png 128 colors

128 Colors

image format: png 8 colors

8 Colors

The Skinny on PNGs—

Good for:

• Flat Design

The crisp edges make this the ideal format for most icons, logos, etc.

• Transparency

PNGs use variable transparency. That is, you can specify how transparent each element is. This means you may include fading, etc. This is also why the edges of the examples look much nicer than their GIF counterparts.

• Medium-to-Small Photos

PNGs are slightly larger than JPEGs. This file size trade off is usually worth it for smaller images. The crisper lines in the PNG will look much nicer than the “fuzzy” compression of a JPEG.

Bad for:

• Very Large Images (backgrounds, etc)

Unless you limit your colors (which is terrible for photos), your file sizes will be too large. Here it is still better to go with JPEG.



For web, go with PNG for most images. For backgrounds, however, use a JPEG with no more than 80% compression. And, basically, avoid GIFs unless you need to update your Tumblr page.

Of course, image formatting for printing can get a bit more complicated. However, when it comes to card printing, High-res JPEGs and PNGs work fine—so long as you make sure to save everything at the highest quality as possible. Space is no concern. If you have any more questions, don’t hesitate to contact us!