Artwork & Pre-Press · Quick guide
Vector vs Raster Files for Packaging
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Vector files describe shapes as mathematical paths, so they stay sharp at any size, while raster files are grids of pixels that blur or turn jagged when enlarged. For packaging, logos, text, line work and finish artwork should be vector, supplied as PDF, AI or EPS, and photographs should be placed at 300 dpi at the size they will print.
Most packaging files combine both. The skill is knowing which elements must be vector, and checking that they really are.
The difference in one table
| Vector | Raster | |
|---|---|---|
| Made of | Paths, curves and fills described mathematically | A grid of coloured pixels |
| Scaling | Sharp at any size | Loses quality when enlarged |
| Best for | Logos, text, icons, line work, patterns, finish artwork | Photographs, painterly illustrations, complex textures |
| Common file types | AI, EPS, SVG, PDF | JPEG, PNG, TIFF, PSD, GIF, WebP |
| Editing | Shapes and colours can be changed cleanly | Edits are made pixel by pixel |
| Quality measure | Not resolution-dependent | Resolution at print size (dpi) |
Which parts of packaging artwork must be vector
- Logos and brand marks. A logo is repeated across every box and often enlarged across a whole panel. It must be sharp at every size.
- Text. Set in design software and then outlined, so the letterforms print crisply and no font can be substituted.
- Line work, icons and patterns. Fine lines and small symbols lose definition quickly as pixels.
- Barcodes. A barcode must have exact bar widths to scan reliably, so supply it as vector.
- Finish artwork. Foil blocking, spot UV and embossing or debossing are produced from tooling or masks made from your artwork, which need clean, solid outlines.
- The dieline. Supplied by us as vector, and it must stay that way.
When raster is right
Photographs are raster by nature, and that is fine. A product shot, a lifestyle image or a textured background cannot sensibly be converted to vector. What matters is that the image has enough pixels for the size it will print.
The standard for packaging is 300 dpi at print size. Images for very fine line art held as pixels benefit from a higher resolution still.
Resolution explained
Resolution is how densely the pixels are packed into the printed image, measured in dpi or ppi; in artwork preparation the two terms are used interchangeably. In metric terms, 300 dpi is roughly 12 pixels for every millimetre of printed width. The number that matters is the effective resolution at the size the image is placed.
To work out how many pixels you need, divide the printed width in millimetres by 25.4 and multiply by 300. For example:
| Printed width | Pixels needed at 300 dpi |
|---|---|
| 50 mm | About 590 pixels |
| 100 mm | About 1,180 pixels |
| 150 mm | About 1,770 pixels |
| 250 mm | About 2,950 pixels |
Enlarging an image lowers its effective resolution. A photograph that is 300 dpi at 50 mm wide becomes 150 dpi if you stretch it to 100 mm. Your layout software shows the effective resolution of each placed image; check it before exporting.
Increasing the resolution setting in image-editing software, known as upsampling, adds pixels but not detail. The result is larger but no sharper.
How to tell whether your logo is vector
A file extension is a clue, not proof. PDF and EPS files can contain vector artwork, but they can also contain a pixel image that was simply pasted in. To check what you really have:
- Zoom right in. Open the file and zoom to several hundred per cent. Vector edges stay smooth; raster edges break into visible squares.
- Use outline view. In Adobe Illustrator, outline view shows vector shapes as thin paths. A raster image shows as a box with a cross through it.
- Try selecting parts. In vector artwork you can select individual letters or shapes. A raster logo selects as one rectangle.
- Ask where it came from. Logos from your original designer or brand guidelines are usually vector. Logos copied from a website or email signature almost never are.
Converting raster to vector
If your logo only exists as a JPEG or PNG, it can be converted, but the method matters. Automatic tracing in design software is quick, but it tends to produce lumpy curves, rounded corners that should be sharp and far too many anchor points. For a simple mark it can work; for anything with fine detail or lettering, redrawing by hand gives a far better result.
If you only have a logo, even a low-resolution one, our team helps prepare print-ready files for your packaging and can advise on the best route. See our packaging artwork guide for what to send.
How vector and raster work together in one file
A typical packaging file is a vector layout built on the dieline, with raster photographs placed inside it. The dieline, text, logos and finish layers are vector; the photographs are linked or embedded raster images at 300 dpi at print size. The final print PDF keeps each element in its original form. Our guide to preparing print-ready artwork covers the full file set-up.
Vector and raster checklist
- The logo is vector, confirmed by zooming or outline view.
- All text is set in design software and outlined.
- Barcodes are vector.
- Foil, spot UV and embossing artwork are solid vector shapes on separate layers.
- Photographs are 300 dpi at the size they print.
- No image has been enlarged beyond its effective resolution.
- No image has been taken from a website or social media.
- Images are converted to CMYK and embedded or supplied with the file.
Common mistakes
Assuming a PDF is vector. A pasted-in pixel logo stays pixelated whatever the file type.
Enlarging a small photograph. It looks acceptable on screen and prints soft.
Upsampling to reach 300 dpi. It satisfies the number but not the print quality.
Auto-tracing detailed logos. Lettering and fine detail come out distorted. Redraw them.
Raster artwork for finishes. Foil and spot UV need clean vector edges to reproduce well.
Flattening the whole design into one image. It turns sharp text and logos into pixels. Keep the file layered with vector elements intact.