WhatFormat for Designers: Best Formats for Web, Print, and Mobile
Overview
WhatFormat helps designers choose file formats that balance quality, compatibility, and performance across web, print, and mobile.
Web — best formats & when to use them
- SVG — Vector graphics, ideal for logos, icons, illustrations. Scales without loss, small file size for simple artwork. Use for responsive designs and animations.
- PNG — Lossless raster, supports transparency. Use for images requiring crisp edges or transparency (UI elements, screenshots). Avoid large photographic images.
- WebP — Modern raster with superior compression (lossy and lossless). Use for photos and graphics to reduce page weight; supported in most modern browsers.
- JPEG — Photographs with lossy compression. Use when wide compatibility is required and small file size matters; adjust quality (60–80%) for balance.
- GIF — Simple animations and low-color graphics. Use only for short, low-color animations; prefer APNG or animated WebP for better quality/size.
Print — best formats & when to use them
- PDF (Print-ready) — Standard for final print files; embeds fonts, color profiles (CMYK), and vector/raster content. Use for brochures, flyers, and print-ready deliverables.
- EPS / AI (vector) — Editable vector formats for logos, illustrations, and files that printers or other designers will edit. Ensure fonts are outlined or included.
- TIFF — High-quality raster for photography with lossless compression and support for CMYK. Use for high-resolution print images (300 DPI+).
- PSD — Adobe Photoshop layered files for complex image editing; deliver flattened TIFF/PDF for print unless source editing is required.
Mobile — best formats & when to use them
- WebP / HEIF — Efficient photo formats that save bandwidth and storage; HEIF common on iOS, WebP on web/Android. Use for in-app images when supported.
- SVG — Use for scalable UI elements and icons to keep app size small and support multiple screen densities.
- PNG / JPEG — Use for legacy support or simple cases; optimize sizes and provide multiple density variants (1x/2x/3x).
- AVIF — Emerging image format with excellent compression; consider as progressive enhancement where supported.
Key guidelines & settings
- Resolution: Print: 300 DPI (or higher for detailed work). Web/mobile: 72–150 DPI sufficient; focus on pixel dimensions and responsive sizes.
- Color: Print: work in CMYK and include color profiles (e.g., ISO Coated). Web/mobile: use sRGB.
- Compression: For web/mobile, aim for smallest file that preserves acceptable quality—test visually. Use quality 60–80% for JPEG; prefer lossy WebP/AVIF for photos.
- Vector vs Raster: Use vectors (SVG, AI, EPS) for shapes, icons, and logos. Use rasters (JPEG, PNG, WebP) for photos.
- Accessibility & performance: Provide appropriately sized images, lazy-load offscreen assets, and include alt text.
Quick decision table
| Use case | Recommended format |
|---|---|
| Responsive logos/icons (web/mobile) | SVG |
| Photographs (web) | WebP (fallback JPEG) |
| Photographs (print) | TIFF or high-quality JPEG in RGB converted to CMYK for press |
| Transparent UI elements | PNG or SVG |
| Animated short loops (web/mobile) | Animated WebP or APNG |
| Final print deliverable | PDF (with embedded fonts, CMYK profile) |
Delivery checklist for designers
- Export vectors (SVG/AI) for logos and icons.
- Create multiple raster sizes (1x/2x/3x) and next-gen formats (WebP/AVIF).
- Prepare print PDF with CMYK and 300 DPI images.
- Optimize images (compress, strip metadata) and test on devices/browsers.
- Provide source files (AI/PSD) and a README with fonts/colors.
If you want, I can generate optimized export settings for a specific design (logo, hero photo, or app icon).
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