In an era dominated by all things digital, it’s important to grasp the distinctions between online and print media. The unique characteristics and primary limitations for each medium are crucial to ensuring your campaigns achieve their desired goals.

Resolution Matters:

One of the most fundamental disparities lies in resolution. Online platforms typically display images at a resolution of 72 dots per inch (dpi). This lower resolution works well for digital screens but falls short when transferred into print. Press adverts demand a higher resolution of around 300dpi, 4 times that of online. This ensures a crisp, clear image on paper and avoids the pixelation that can occur when low-resolution images are printed.

Colour Profiles:

Colour representation also varies between digital and print media. Online images primarily use the RGB (Red, Green, Blue) colour model, displaying vibrant coloured lights on screens. However, press adverts generally rely on CMYK – Cyan, Magenta, Yellow and Black inks. Converting RGB images to CMYK before printing helps achieve accurate colour reproduction and prevents unexpected shifts in the final product.

In addition, the medium you’re printing on also needs to be accounted for. Newsprint, for example, has a limit to the amount of ink the paper can physically absorb, so colour adjustments are also required to make sure the advert is legible and doesn’t look a dark mess on the page.

File Formats:

Online images often favour formats like JPEG, PNG, or GIF, which offer a good balance between quality and file size. On the other hand, print and press adverts require images in high-quality formats which preserve detail and colour information. A logo from your website will probably be a gif or png, which look sharp on screen and very ‘light’ in file size, but try and use them in print, and they’ll look like a sprite from an 80’s video game. This is where scaleable vector graphics and EPS formats should be used, and for final advert formats, hi resolution PDF files are the way to go.

So, next time you’re involved with a new design brief, take some time to think of the potential pitfalls a ‘digital-first’ mantra could have in the long run.

Understanding the nuances between online images and those destined for print is essential, and by tailoring your approach to each medium’s unique requirements, you can future proof your creative output, ensure that your images display correctly, and that your brand identity is protected.

Steve Morrish

Senior Designer