Not too long ago I had a client ask me how to tell the difference between vector and raster files. She’d heard the terms plenty of times, but didn’t actually know what it meant. So in case you’ve been wondering too, here is the scoop:

A raster file is made up of pixels – hopefully hundreds or thousands of them. Each pixel is a different color.

A vector file, on the other hand, is made of lines and curves.

So why does it matter? It matters when you try to print or view your file at a larger size. A raster file has a finite number of pixels, so if you try to print that file at a significantly larger size, you are going to start to see those individual pixels (aka, the image will be pixelated). A vector file, meanwhile, can scale up without any issues. It actually uses mathematical formulas (yuck!) to retain a sharp and crisp appearance at any size.

How do you know if your file is vector or raster? Here’s a handy list to help you out.

Yes, design matters.

To start, well-designed branding communicates professionalism and credibility before you even say ANYTHING. Why put yourself behind the gun before you even open your mouth?

Once you’ve got the attention of your audience, design can keep your customer engaged for longer. If your company brochure or sales presentation is just lots of text, I can pretty much guarantee that less people will read it all the way through, if anyone. A well-designed piece engages your audience and makes them stick around to see what you are trying to tell them.

Over time, consistent branding makes your business stand out. By establishing a clear visual language for your brand and implementing it across all your marketing channels, your customer will know that brochure comes from you, just like that mailer they got last week and that infographic from twitter they saw yesterday. If each of those pieces look different, it will be harder for your customer to connect that they all came from you. And of course, you want them to remember your company, as opposed to confusing you with your competition.

Once you’ve made a sale, good design is a part of good customer service. A great welcome packet to onboard new clients, as an example, gives them clear understanding of what’s next and helps them feeling well taken care of. Or it might even be something as simple making sure your website makes it clear how to contact someone if your client has more questions.

So did I convince you, blog reader, that design matters? I hope so. Consistent branding shows professionalism and credibility, engages your audience, helps your business stand out from the competition and helps your customer feel cared for. And why wouldn’t you want that?