Photoshop or Illustrator when creating e-commerce visuals

Intro

You probably already know, but for everyone else’s benefit, let’s review the difference between a vector and raster based software.

What this basically means is raster images display each individual pixel filled with its color information, whereas a vector image visually displays a mathematical formula of the image.

Observe:

What does this mean?

When creating an original key visual for an upcoming campaign, it must be created at the highest possible resolution, because it is hard to predict what medium this key visual will need to adapt to over the course of the campaign. In other words, the key visual must be scalable to accommodate something as massive as a billboard and as tiny as a mobile banner.

For vector based images designer need not worry about resolution, since the mathematical formula (that describes the image) does not rely on resolution or dimensions to display the image correctly.

For raster based images designers must take great care to preserve the original (largest size) of the artwork, because it can only be scaled down without losing sharpness. (as many of you already know, low resolution image cannot be scaled up.)

Digital banner habitat

Banners live on the web, where they will be viewed though some pixel-based screen (a phone, a laptop, TV, etc). And since all screens are pixel based, the final output of banners will also be in pixels (a raster image).

The good news is both types of software will output raster images, so it doesn’t really matter which one you use. 

… however …

When working with text on small banners, and with legibility being paramount, the designer must take great care to ensure every pixel is positioned to maximize legibility.

Observe:

Both images are the same dimensions, displayed in Photoshop and Illustrator.

Photoshop will always display shapes in pixel-based format, therefore there will never be any illusion about legibility

By default, Illustrator displays shapes independent of solution, so the designer may be mislead about its legibility

Working in an environment that is naturally based on the same philosophy as the medium it will be displayed on will make a designer’s life easier. So, since all digital screen are pixel based, visuals should be made using the same paradigm.

That being said, Illustrator does have pixel preview and a limited amount of options for anti-aliasing methods to address the legibility issue. 

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Bottom line comparison

Those of you who know your way around Illustrator and Photoshop know, either software can be used to satisfy requirements of any visual. When it comes to nuances of creating e-commerce visuals at small dimensions, we’ve compiled a list of pros and cons below and our winner. 

Creating in Photoshop Pros Built on the same philosophy as the digital screens we view the images on Gives an accurate representation of the final output More options for anti-aliasing methods Cons Larger file size Designs cannot be easily scaled (if need be)

Creating in Illlustrator Pros Unlimited resolution, can create one size and upscale to any size without losing sharpness. Smaller file size Cons Anti-aliasing methods for text are limited Default vector preview make it difficult to see the final output preview

Our pick

Photoshop is our winner when it comes to creating e-commerce visuals.

As a creative automation platform that is used by global brands, circulating thousands of SKUs on a weekly basis, we put speed, accuracy and efficiency as our top priority. Therefore, we believe that working in the same pixel-based paradigm for which you’re making output for (that is pixel-based screens & monitors) will yield most efficient and most accurate results. 

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Conclusion

While it is true, that a true professional will be able to create e-commerce visuals with paper and scissors if they have to, so it doesn’t really matter whether a designer uses Illustrator or Photoshop to create banners. However, considering speed, scale and efficiency that e-commerce visuals require, some technical solutions will definitely yield better results than others.