RAW, TIFF, and JPEG Explained: What File Formats Clients Should Ask For in Commercial Photography

Written By Albert Pedrosa

When hiring a commercial or advertising photographer, one of the most important—but often misunderstood—topics is file format. The type of files you receive directly impacts image quality, color accuracy, retouching flexibility, and long-term usability.

Understanding the difference between RAW, TIFF, and JPEG helps clients make better decisions and ensures they receive the full value of professional photography services.

RAW Files: The Gold Standard (With an Important Consideration)

RAW files are widely regarded as the gold standard in professional photography. They contain the maximum amount of data captured by the camera sensor, allowing for extensive control over exposure, color grading, and tonal adjustments. For advertising and commercial photography, RAW files provide unmatched flexibility.

However, there is an important consideration clients should understand.

When a photographer shoots tethered—a common workflow in commercial and fashion photography—adjustments are often applied live using tethering software such as Capture One or Lightroom. These adjustments affect what the client sees on screen during the shoot but may not be fully embedded into the RAW file itself.

As a result, the RAW file may not visually match the image approved on set. Additionally, different tethering software processes RAW files differently, meaning the same RAW file can look inconsistent depending on the software used. RAW files are powerful, but they are not a finished reference—they are a starting point.

TIFF Files: The Professional Delivery Standard

For most commercial, advertising, and print-focused projects, TIFF files are the ideal final delivery format. TIFFs preserve image quality, avoid destructive compression, and maintain accurate color for professional workflows.

TIFF files can be saved in 8-bit or 16-bit format:

  • Professional cameras typically capture RAW files at 14 bits or higher

  • Saving a final image as a 16-bit TIFF preserves significantly more color and tonal information

  • An 8-bit TIFF contains far less data and limits flexibility for further retouching or color grading

That said, 16-bit TIFF files are very large. File size, storage, and transfer speed can become practical concerns. For this reason:

  • 16-bit TIFFs are ideal for master files, high-end retouching, and color-critical work

  • 8-bit TIFFs may be acceptable for final outputs where major adjustments are no longer required

For best results, professional TIFF files should be delivered in Adobe RGB, which offers a wider color gamut than sRGB and is better suited for print and advanced post-production.

JPEG Files: Convenience, Not Professional Value

JPEG files use heavy compression and permanently discard image data. While they are useful for web previews, email, or social media, they offer little value in professional commercial photography.

Clients who hire a photographer for their creative vision, lighting expertise, and technical precision should not rely on JPEGs as master files. In advertising and commercial workflows, JPEGs should be treated as secondary or convenience files, not primary deliverables.

Best Practice for Commercial Clients

Request TIFF files in Adobe RGB as your master deliverables, with JPEGs supplied only for web or preview use. RAW files should be discussed clearly, especially for tethered shoots.

What Clients Should Ask Their Photographer

Instead of simply asking for “RAW files,” clients should ask:

  • What file format is best for the intended use (print, advertising, web, archive)

  • Whether tethered adjustments are reflected in delivered files

  • If TIFFs are delivered in 8-bit or 16-bit

  • What color space is used (Adobe RGB vs sRGB)

  • Whether JPEGs are provided as secondary files only

Final Thought

File format is not just a technical detail—it is part of the value of professional photography. The goal is not to collect files, but to receive images that accurately reflect the photographer’s expertise, lighting decisions, color management, and creative intent. When expectations are clear, both clients and photographers benefit.

Albert Pedrosa