Understanding the basics of each file type will help you determine what files to request from the client. The most common creative file types for ad production are the following:
AI Files (.ai)
AI or illustrator files are vector-based graphics. Vector-based graphics are scalable to any size and do not incur any loss in quality when expanded or contracted.
EPS Files (.eps)
Another extension format for Adobe Illustrator files. EPS files are also vector-based (scalable) graphics. The term EPS refers to Encapsulated PostScript – meaning – it usually contains a bit map version of the image for viewing outside of the proprietary Adobe Illustrator software.
SVG Files (.svg)
SVG files are yet another vector-based (scalable) graphic format. This file format is used widely by the World Wide Web Consortium (W3C) and is currently the best option for logos in the web. The main difference between SVG, AI, and EPS is that SVGs are not “owned” by Adobe.
PSD Files (.psd)
PSD or photoshop files are pixel-based graphics. Pixel-based graphics do not scale beyond their original size without suffering from quality loss. This format usually contains several layers of manipulated objects and pixels and are ideal for anything related to photography.
PNG Files (.png)
Portable Network Graphics. These are pixel-based graphics that contain indexed colors. They are widely used for the lossless compression and ability to have a transparent background.
JPEG Files (.jpg)
The most common used format for images worldwide. JPGs are compressed by the Joint Photographic Experts Group (hence the name). These files are compressed images commonly used for digital photos and images.
PDF Files (.pdf)
Portable Document Format is a file format that can capture all elements for print documents electronically. Depending on how the person exports a PDF document, it can have multiple layers and assets that can be extracted for digital purposes.