Vector vs Raster Graphics
Vector and raster are two fundamental approaches to creating and storing digital images, each with distinct advantages for campaign artwork.
What is Vector?
Vector graphics are created using mathematical formulas and geometric shapes – points, lines, and curves. Popular vector formats include AI (Adobe Illustrator), EPS, and SVG. Because vectors are formula-based, they scale infinitely without quality loss, making them ideal for logos, typography, and graphics that need to appear across billboards, social media, and print collateral simultaneously.
What is Raster?
Raster (or bitmap) images are composed of pixels arranged in a grid. Common formats include JPG, PNG, GIF, and PSD (Photoshop). Rasters are resolution-dependent, meaning enlarging them causes pixelation and quality degradation. However, they excel at capturing photographic detail, gradients, and complex colour variations.
Why It Matters for Campaign Artwork
Choosing the right format directly impacts campaign efficiency and brand consistency. For a UK-wide multi-channel campaign, vector logos maintain sharp quality on everything from a 6-sheet poster on the M25 to a LinkedIn profile picture. Conversely, a high-resolution product photograph must be raster to preserve texture and lighting.
When to Use Vector
- Logos and brand marks (essential for consistent reproduction)
- Typography and text-heavy graphics
- Infographics with solid colours
- Designs requiring scaling across multiple media sizes
- Print production files (printers often request vector artwork)
When to Use Raster
- Photographs and lifestyle imagery
- Complex illustrations with natural shading
- Digital-first content (web graphics, social media)
- Designs with photographic backgrounds
- Artwork requiring extensive editing and retouching
Hybrid Approach
Professional campaigns typically combine both. A campaign might feature a vector logo (scalable across all touchpoints) layered onto raster photography (authentic, visually compelling). Design software like Adobe Creative Suite handles this seamlessly.
Practical Considerations
When briefing your creative team or vendors, specify format requirements early. Request vector files for all brand assets; this future-proofs your campaign if media requirements change mid-year. For photography-heavy campaigns, ensure raster files are at least 300 DPI for print, 72 DPI for digital.
Understanding this distinction prevents costly rework and ensures your creative assets remain flexible across the fragmented UK media landscape.