INVESTIGATING GRAPHIC FILE

FORMATS & APPLICATIONS

FILE FORMATS

RANGE OF COMMON FORMATS

RASTER
With a raster image, pixilation occurs when you zoom into the picture. Raster images or in other
words bitmap are digital images that are created or captured e.g. photo. A raster is a grid of X and
Y coordinates that are displayed in a space an example of this is three-dimensional images. An
example of a Bitmap image is displayed on the right. A raster image file is able to identify which of
these coordinates to illuminate in monochrome or colour value. The raster file is sometimes
referred to as a bitmap this is because it contains information that is mapped directly onto the
display grid. A raster file is normally larger than a vector graphic image file. It is also hard to
modify your raster file without the loss of some information, however there are now software tools
that allow you to convert a raster file into a
vector file for refinement and changes. Raster
images are used in programmes such as
Photoshop etc. Example of types of raster files
are: JPEG, TIFF, BMP and GIF files.

JPEG: Stands for Joint Photographic

Experts Group, it can store more colour
that a GIF but it does normally result in
the loss of quality. JEPEG are often
used for images e.g. on the web.

TIFF: Stands for Tagged Image Format. This is a format for storing grey-scale image data. It
is the standard format for scanned images as well as exporting grey-scale images on
Microsoft windows and OS operating systems.

BMP: Stands for Best Management Practices, this is a file format that is used to store
bitmap images for example on Microsoft windows and OS operating systems.

GIF: stands for Graphic Interchange Format. This mean that the file for the format
contains a graphic or pictures that are able to move, this is only around 3 seconds long and
a sequences of picture that move.

PSD: Stand for Photoshop image file and is used on Photoshop which is a graphic editing
program. The file format consists of layers that are joined together.

The pixels make up the final finished image. When a raster image is viewed the image is smooth
and sharp for a photograph or drawing. However when stretched the pixels will become more
obvious, this isnt good. The smaller the resolution, the smaller the digital image file but this does
mean the easier you may be able to see the pixels.

There are two types of image file compression and these are lossless and lossy. Lossless
compression is reducing the file size whilst still preserving a perfect copy of the original
uncompressed image this dose mean that the file size is near enough always bigger than lossy file
compression. Really the use of lossless compression is to avoid having to recompress an image once
you have finished editing it. Lossy compression is where a representation of the original
uncompressed image will be showed this may look like a perfect copy however it isnt. Lossy file
compression is able to achieve a smaller file size than lossless compression, however lossy
compression dose trade the image quality for a smaller file size.

VECTOR
Vector Images are not made up of pixels. Vector graphics
are made up of shapes, these are defined by a start and
end point as well as other points, curves and angles. The
path can be a triangle, a square or a curved shape. These
paths can be used to create a simple or complex drawing/
diagram. Paths are also used to define the characters of
specific typefaces. Because vector- based images are not
made up of a specific number of pixels/dots they are able
to be scaled to a larger size and not lose image quality or
end up being able to see the pixels. Unlike a raster image
where if you zoom in to much the image will very clearly
become pixelated. However when a vector image is zoomed
in on the edges of the image will stay clean and smooth.
This comparison is shown on the right. This is what makes
Vector graphics ideal for logos, than can be small enough to
be put on something like a business card or big enough to
be shown on a full scale billboard. The common types of
Vector graphics are Adobe illustrator, ESP files and
Macromedia freehand. Flash animations also use vector
graphics, as they scale better and take up less space than a
bitmap image.

EPS: Stands for Encapsulated PostScript they are mostly self-contained. PostScript
documents that are an image or drawing can be use with another PostScript document. This
file format is used for graphics, image and text. PostScript file format is compatible with
PostScript printers and is used to transfer files between various graphic applications. These
files will also print identically on all of the printers that are compatible as well as appear
the same in all applications that are able to read a PostScript format. Eps files are mainly
used to store font and vector imager information.

FLA: is a file format that is used on flash and to add animation, video and interactivity to
web pages. Flash is very frequently used for advertisement and games. As you are able to
compress the file format that is also viewable on the web with flash software. A file can be
edited and converted into SWF for professional uses.

METAFILES
Windows Metafile (WMF) is an image file format originally designed for Microsoft Windows in the
1990s. Windows Metafiles are intended to be portable between applications and may contain both
vector graphics and bitmap components. It acts in a similar manner to SVG files.Essentially, a WMF
file stores a list of function calls that have to be issued to the Windows Graphics Device Interface
(GDI) layer to display an image on screen. Since some GDI functions accept pointers to call-back
functions for error handling, a WMF file may erroneously include executable code.WMF is a 16-bit
format introduced in Windows 3.0. It is the native vector format for Microsoft Office applications
such as Word, PowerPoint, and Publisher. As of 2015 revision 12 of the Windows Metafile Format
specification is available for online reading or download as PDF.

File extensions
filename extension is an identifier specified as a suffix to the name of a computer
file. The extension indicates a characteristic of the file contents or its intended
use. A file extension is typically delimited from the filename with a full stop
(period), but in some systems it is separated with spaces. Some file systems
implement filename extensions as a feature of the file system itself, and may limit
the length and format of the extension, while others treat filename extensions as
part of the filename without special distinction. Filename extensions may be
considered a type of metadata.[citation needed] They are commonly used to imply
information about the way data might be stored in the file. The exact definition,
giving the criteria for deciding what part of the file name is its extension, belongs
to the rules of the specific filesystem used; usually the extension is the substring
which follows the last occurrence, if any, of the dot character (example: txt is the
extension of the filename readme.txt, and html the extension of
mysite.index.html). On file systems of some mainframe systems such as CMS in VM,
VMS, and of PC systems such as CP/M and derivative systems such as MS-DOS, the
extension is a separate namespace from the filename. Under Microsoft's DOS and
Windows, extensions such as EXE, COM or BAT indicate that a file is a program
executable. In OS/360 and successors, the part of the dataset name following the
last period is treated as an extension by some software, e.g., TSO EDIT, but it has
no special significance to the operating system itself; the same applies to Unix files
in MVS. Filesystems for UNIX-like operating systems don't separate the extension
metadata from the rest of the file name. The dot character is just another
character in the main filename, and filenames can have multiple extensions,
usually representing nested transformations, such as files.tar.gz (the .tar is
indicates that the file is a tar archive of one or more files, and the .gz indicates
that the tar archive file is compressed with gzip). Programs transforming or
creating files may add the appropriate extension to names inferred from input file
names (unless explicitly given an output file name), but programs reading files
usually ignore the information; it is mostly intended for the human user. It is more
common, especially in binary files, for the file itself to contain internal metadata
describing its contents. This model generally requires the full filename to be
provided in commands, whereas the metadata approach often allows the extension
to be omitted. The VFAT, NTFS, and ReFS file systems for Windows also don't
separate the extension metadata from the rest of the file name, and allow multiple
extensions. With the advent of graphical user interfaces, the issue of file
management and interface behavior arose. Microsoft Windows allowed multiple
applications to be associated with a given extension, and different actions were
available for selecting the required application, such as a context menu offering a
choice between viewing, editing or printing the file. The assumption was still that
any extension represented a single file type; there was an unambiguous mapping
between extension and icon. The classic Mac OS disposed of filename-based
extension metadata entirely, instead using a distinct file type code to identify the
 file format. Additionally, a
creator code was specified
to determine which
application would be
launched when the file's
icon was double-clicked.
macOS, however, uses
filename suffixes, as well
as type and creator codes,
as a consequence of being
derived from the UNIX-like
NeXTSTEP operating
system.

APPLICATIONS

An application program (app or application for short) is a computer program designed to perform a
group of coordinated functions, tasks, or activities for the benefit of the user. Examples of an
application include a word processor, a spreadsheet, an accounting application, a web browser, a
media player, an aeronautical flight simulator, a console game or a photo editor. The collective
noun application software refers to all applications collectively. This contrasts with system
software, which is mainly involved with running the computer. Applications may be bundled with
the computer and its system software or published separately, and may be coded as proprietary,
open-source or university projects. Apps built for mobile platforms are called mobile apps.

VECTOR-BASED APPLICATIONS
A vector-based graphical user interface is a mostly
conceptual type of graphical user interface where
elements are drawn using vector rather than raster
information.

The benefits of a completely vector-based graphical user

interface would include:

more efficient, independent scalability; The resolution

(measured in dots per inch or DPI) could be set higher or
lower than 1px:1px without causing pixelation, enabling
better use of high resolution monitors.

Cons might include: Difficulty integrating raster-based

applications. With some effort, this could be
accomplished by texturing the entire raster-based application to a vector-based plane (though the
disadvantages of raster-based graphics would still stand). Slower rendering, greater system
requirements. Because today's monitors display only raster-based information, the vector
information would have to be rasterized (and optionally anti-aliased) before appearing.

Applications used for creating and editing vector graphics are known as Drawing Packages. Like
bitmap graphics software there are commercial, freeware and open source Vector drawing
applications. There are also web-based and free versions of vector drawing applications. Most
vector graphics software applications can also be used to create meta graphics.

Adobe Illustrator is the industry leader in vector drawing applications. This was one of the original
software applications produced by Adobe. Originally used for creating vector designs for print, it is
now also used for creating web and screen based graphics (including graphics for mobile devices).
Until 1989 Illustrator was only supported on the MAC operating system. At the time of writing CS3 is
the most up-to-date version. This allows for closer integration with Adobe's web authoring and 2D
animation application, Adobe Flash.

CorelDRAW is another popular vector drawing application. It has many similar features to Illustrator.
One of the differences between the two packages is that CorelDRAW allows for multi page editing
whereas illustrator only allows for single page editing. At the time of writing CorelDRAW is part of a
suite of applications known as CorelDRAW Graphics Suite, which consists of five applications,
including a bitmap editor Corel Photo-Paint. The main disadvantage of CorelDRAW and possibly one
of the reasons that Illustrator is more widely used, is that it is only supported on the Windows
operating system (Windows 2000 onwards).

Adobe Freehand (formerly Macromedia) is used for creating vector graphics for desktop publishing
and web platforms. It has a lot of similar features to Adobe Illustrator, so much so that Adobe have
no plans to upgrade Freehand at present. Instead they are suggesting that customers move over to
Illustrator. Freehand is still on sale though at the time of writing.

Adobe Fireworks - see Bitmap graphics software applications section above.

Other vector drawing applications include:

Adobe Flash - see animation applications

KAI powertools

Jasc WebDraw

LogoEase- web based software

The Flame project - Open source software used to create SVG files

RASTER -BASED APPLICATIONS

Some bitmap graphics applications are used
specifically for editing images, some specifically for
creating bitmaps and others are combination of
both, eg Adobe Photoshop. Bitmap graphics software
applications are known by several names such as
raster graphics editors,image editors and paint
packages. Editors allow for the editing and
manipulation of individual pixels in a bitmap graphic.
Most bitmap graphics software applications can also
be used to create meta graphics. Adobe Photoshop is
the industry standard image editing and bitmap
creation package for professional developers and
designers. Photoshop is used to create formats for
both print and screen design. More recent versions include the 'Save for Web' option which allows
users to compare the results of saving different formats, compressed file sizes download times on
different internet connections. A wide range of file formats are available to save graphics. CMYK,
RGB, Greyscale, and indexed colour models are available. Various filters and effects can be used to
enhance bitmaps. In addition, there are a variety of 'painting' tools for image editing and
correction, eg clone tool, paint brush, histogram, colour balance, selection tools and even drawing
tools, eg pen tool.
Photoshop has been the industry leader for graphics applications since it was introduced in 1990,
probably because it was one of the first bitmap graphics software applications with a wide range of
features. At the time of writing the current version is CS3 (Creative Suite 3). Previous versions
include 1-7, CS, CS2, and CS3. Photoshop now comes with 'Image Ready', a package used to edit
images for the web.

Corel Paint Shop Pro (PSP) is an image editor and graphics creation package aimed at the
professional market. It has a lot of similar features to Photoshop, making it one of Photoshop's main
competitors and it is much cheaper.

Corel Painter is used to create bitmaps. It is a paint package in the truest sense as it creates
natural-looking artistic images. Unlike Photoshop, it isn't used to edit photographs. For the best
results users should used a graphics tablet when working with Painter, as opposed to working with a
mouse. A wide range of filters and effects, including paint effects, eg watercolours and oil paints,
are available. The final graphics can then be printed not only on paper but other media such as
canvas.

Adobe Fireworks (formerly Macromedia) is a combination of an image editor, bitmap creation and
vector drawing package. This was originally developed for web developers and designers, to take
away the need to have a separate vector package and bitmap package. Fireworks has the common
tools and features of both types of application. More recent versions have seen an improvement in
the amount of filters and effects available, however Photoshop still offers a wider selection. It was
one of the first applications to support the PNG (Portable Network Graphic) format.

US IN DIFFERENT MEDIA FORMS

Print

Print media advertising is a form of advertising that

uses physically printed media, such as magazines and
newspapers, to reach consumers, business customers
and prospects. Advertisers also use digital media,
such as banner ads, mobile advertising, and
advertising in social media, to reach the same target
audiences. The proliferation of digital media has led
to a decline in advertising expenditure in traditional
print media. Advertising revenue for national
newspapers, for example, fell from $7,653 million in
2000 to $3,777 million in 2011, according to the
Newspaper Association of America.

Newspapers

Advertisers can choose from a wide range of different types of newspapers, including local,
regional or national titles published in daily, evening, weekly or Sunday editions.
Newspapers target different readerships with a mix of content, often including sports,
entertainment, business, fashion and politics in addition to local, national or world news.
Advertisers can buy different sizes of advertising space, from small classified ads with text
only, to display ads featuring text, photographs, illustrations and graphics in sizes up to a
full page or even a double-page spread.
 Magazines

Magazines offer advertisers extensive choices

of readership and frequency. Consumer
magazines cover a wide range of interests,
including sport, hobbies, fashion, health, current affairs and local topics. Many business
and trade magazines provide coverage of specific industries, such as finance or electronics.
Others cover cross-industry topics, such as communications or human resources, while still
others focus on job-specific areas, such as publications for executives, marketing
professionals or engineers. Publishing frequency is typically weekly, monthly or quarterly.
As with newspapers, advertisers can take advertising spaces from classified ads to full page
ads in black and white or color.

Billboards and Posters

Advertising on billboards and posters gives advertisers the opportunity to reach consumers
on the move. Putting posters in retail malls, for example, helps advertisers reach
consumers close to the point of purchase. Posters or billboards in train stations, airports or
busy town centers have the potential to reach large groups of consumers. Advertisers can
change the messages on billboards and posters at a frequency of their choice.

Direct Mail

Advertisers use direct mail to reach smaller target audiences or selected prospects. Direct
mail often take the form of a letter, brochure or flyer sent via the postal service.
Advertisers can compile their own list of prospects and customers for the mailing, or rent a
mailing list from a specialist firm.

Print Media Selection

Print media advertising offers advertisers the opportunity to target different readerships,
with advertising costs based on circulation and nature of the readership. Advertisers and
their agencies compare the costs of reaching their target audience using circulation figures
and readership research from individual media or industry groups, such as the Association of
Magazine Media or the National Newspaper Association.

Moving images

Animation is the process of making the illusion of motion and the illusion of change by means of the
rapid display of a sequence of images that minimally differ from each other. The illusionas in
motion pictures in generalis thought to rely on the phi phenomenon. Animators are artists who
specialize in the creation of animation. Animation can be recorded with either analogue media, a
flip book, motion picture film, video tape, digital media, including formats with animated GIF,
Flash animation, and digital video. To display animation, a digital camera, computer, or projector
are used along with new technologies that are produced. Animation creation methods include the
traditional animation creation method and those involving stop motion animation of two and three-
dimensional objects, paper cut-outs, puppets and clay figures. Images are displayed in a rapid
succession, usually 24, 25, 30, or 60 frames per second. Computer animation processes generating
animated images with the general term computer-generated imagery (CGI). 3D animation uses
computer graphics, while 2D animation is used for stylistic, low bandwidth and faster real-time
renderings.

Interactive

Interactive media, in its broadest sense, is

any source of information that forces direct
participation from the consumer. Most of the
best-known types are digital; the Internet
has allowed connectivity and interaction to
penetrate most venues, and has turned a lot
of what was formerly passive information
into an interactive and often interpersonal
experience. Video games and online gaming
platforms are some of the most popular
examples since they require direct and often constant user participation. Social media websites and
forums, which allow real-time user updates and enable conversations and interactions online, are
also frequently cited; to a larger extent even most websites can be considered interactive since,
unlike most print media, they allow the user to shape the direction of research and to control the
information consumed. Interactive media marketing, mainly advertisements and platforms that
seek to engage users for some commercial purpose are another possibility. To a lesser extent,
certain fixed media can be considered interactive; examples include board games and
encyclopaedias, both of which usually require active participation.

CONCLUSION

For my conclusion, the best way for getting across the advertisement information is interactive and
print as they are the best ways to get the information across, as there are both visual ways of
transferring information. Print is more of fissions however, it is a way of getting people to read your
adverts as you use your eyes every day and observe everything around you and with interactive, we
live in an age where everyone is connected to the internet and has a mobile phone on them
therefore meaning that they are some access to your advertisement and people spend a lot of time
on them so by getting people to pa attention is to just put it whats on right in front of them.