There are two main types of imagery used in
design: vectors and Raster graphics. But what is the difference and how do you
get the best out of your images?
Vector graphics
A vector graphic is made up of a series of
paths, with points and curves. These paths make any shape, whether it’s a
straight, hard-edged or curvy.
Vectors are made using design software such as Adobe Illustrator and are most commonly used for logos and illustrations. Vectors can be scaled up to any size with no loss of quality as the edges stay clean, smooth and most importantly, don’t pixelate.
Raster graphics
Raster graphics, also known as bitmaps are
images made out of a series of blocks called pixels. For example, images
imported from your digital camera or photos found online will be raster graphics.
The more pixels an image has the bigger the file size and the higher the
quality. Popular file formats include Jpeg, GIF, Tiff and PNG.
Raster images can be scaled down in size with
no adverse effects to the quality. The issue comes when scaling up. Enlarging a
bitmap can cause the image to lose quality and become blocky and ‘pixelated’,
making the image look blurry. Commonly referred to as a low resolution image.
Raster images provide a detail and depth of
colour that can’t be achieved by vectors, which are generally made up of solid
colours or gradients.
Your Logo
All logos should ideally be vector based as
it can then be reduced to fit on a business card or enlarged for billboards and
the logo will still be the same high quality. If however your logo is a jpeg,
the quality will be heavily compromised when scaled above its original size.
In most cases a business will require both
photography and vector graphics across their marketing material.
ACHIEVING HIGH QUALITY IMAGES
Stock versus personal photography –
Which is best for your business?
Is it best to use stock imagery sites and
download an image from an online
catalogue? Or do you employ a professional photographer and build up
your own in-house photo library?
Stock photography
Time is the biggest advantage as images are
available to download immediately, all you need is to sign up and buy credits
and you’re away. Not only is it quick it is relatively cheap and there is a
huge variety of images from a vast number of contributors.
One factor to consider when using stock
imagery is that the images can be downloaded by anyone, any number of times.
Meaning there is a chance that your customers and clients could see the same
image elsewhere. The images also come with licensing restrictions that could
include usage limitations and caps to print runs. Always make sure you are
clear on the terms and purchase an extended licence if required. Stock websites
such as Istock, Getty and Shutterstock are a great starting point.
Professional photography
If you want creative control and characteristic
images then a professional photographer is for you. This is a more expensive way of starting an
image library but it is well worth it.
You may have an idea of content but a
professional will know how to achieve the most impact and will be able to
direct and suggest ideas you may not have thought of. Take advantage of a half
or full day shoot and work on achieving a series of shots rather than just one.
Creating an image library this way adds to
the feeling of professionalism and quality that businesses should wish to
instil. Most importantly giving
you the resources to create impactful and targeted marketing material,
enhancing your brand identity.
Professional
photographers are a great investment for product photography. Achieving clean
detailed shots with correct colour representation should be paramount when
promoting products. With the aid of studio lighting, light boxes and props, a
professional will show your products at their best.
If lifestyle
images are what you need then a photographer will have access to all the
supporting people you may need. Models, make up artists and artistic directors,
with the knowledge of locations and backdrops all to suit your brand style. As
an alternative to sourcing a location, why not use your own premises and staff
and add a personal feel.
Professional photography has the best of both
worlds. You can achieve the high quality, bright, well-styled shot of a stock
image with the creative control and personalised representation you need to
maintain your brand. Stock imagery will always be somebody else’s
interpretation of the idea and not a true representation of your business and
ethos. Working with a photographer will keep your marketing material true to
character, helping to create a connection with your clients.
If you are after inspiration please have a look at our portfolio. Alternatively, if you need advice planning a photo shoot, The New Fat can help pull together everything you need.
If you are after inspiration please have a look at our portfolio. Alternatively, if you need advice planning a photo shoot, The New Fat can help pull together everything you need.
