Jargon Buster

We know creative and print terminology can feel like a foreign language. Here we explain some of the most common terms you’re likely to hear during a branding or design project — in clear, human language.

IMAGE FILES

Digital images are made up of tiny coloured pixels. The number of pixels in an image is known as its resolution — the more pixels, the sharper and more detailed the image. Different file types are suited to different uses, from websites to large-scale print.

JPEG (or JPG)
A widely used image format that works across all devices and software. JPEGs are compressed, which keeps file sizes manageable but can reduce quality if over-compressed. They’re fine for photography and everyday use, but not ideal for logos or graphics that need to stay sharp at any size.

PNG
Similar to a JPEG, but with one big difference — it supports transparent backgrounds. That makes PNGs useful for placing images or logos over coloured backgrounds on screen. They’re mainly used for digital applications rather than print.

GIF
A lightweight image format used almost exclusively on screen. GIFs are limited in colour and quality but are useful for simple graphics or short animations. You’ll rarely see them used in professional print work.

TIFF (or TIF)
A high-quality image format with no compression. TIFFs are larger files but preserve maximum detail, making them ideal for print photography when quality really matters.

EPS
A scalable file format most commonly used for logos, icons and illustrations. Unlike photos, EPS files are built from shapes rather than pixels, so they can be enlarged or reduced without any loss of quality. This is why we always supply logos in vector formats like EPS.

COLOUR

RGB
Red, Green and Blue — the colour model used for screens (computers, phones, tablets). Colours are created using light, so RGB is best for anything digital.

CMYK
Cyan, Magenta, Yellow and Black — the colour model used for printing. Inks are layered to create colour on paper, so artwork needs to be converted to CMYK for accurate print results.

HEX
Short for hexadecimal, is a six-digit code used to specify colours in digital design and web development. It is a shorthand for RGB values, translating how much of each primary light colour is mixed to create a specific shade. It is the web standard.

Pantone (PMS)
The Pantone Matching System is a globally recognised colour reference system. A Pantone colour (such as Pantone 200) ensures consistency across different printers and materials. These are often used for logos or when colour accuracy is critical.

FILE SIZE

MB / GB
MB (megabytes) and GB (gigabytes) describe file size. Larger files usually mean higher quality, but also longer download times. Part of our job is to balance quality and practicality so files work smoothly in the real world.

SOFTWARE

Adobe InDesign
Our primary layout tool for brochures, reports, packaging and multi-page documents. It allows precise control over typography, images and layout — essential for professional print and digital publishing.

Adobe Photoshop
The industry standard for image editing. Used to retouch photography, adjust colour and prepare images for print or screen.

Adobe Illustrator
Used to create vector artwork such as logos, icons and illustrations. Because files are shape-based rather than pixel-based, they stay crisp at any size.

Adobe Acrobat (PDF)
Used to view, check and share PDFs — the most reliable format for reviewing and approving artwork before print or distribution and often used in place of PowerPoint where font integrity is critical to brand expression.

Canva, Figma and similar tools
Accessible, user-friendly design platforms that are great for quick social posts or internal use. They’re useful tools — but like any tool, results depend on design expertise, skill and experience.

Professional design is less about software and more about thinking, judgement and craft.

Take your knowldge to the next level