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Purdue Brand Studio / Digital / Photo and Video / Media Opitmization Guide

Media Optimization Guide

Effective media improves accessibility, site performance and user experience. By balancing quality with efficient file sizes, Purdue websites deliver visuals that look professional without slowing load times. 

Why Optimization Matters

  • Faster performance — Lightweight images and videos help pages load quickly, especially on mobile devices or slower networks.
  • Improved accessibility — Optimized media ensures compatibility with assistive technologies and captioning systems.
  • Better search visibility — Search engines prioritize pages that load efficiently.
  • Consistent user experience — Properly scaled and branded visuals look professional across all devices and platforms.
  • Data responsibility — Reducing file sizes lowers bandwidth use, improving sustainability and minimizing barriers for global audiences.

File Naming Conventions

Clear, descriptive file names improve search visibility, which makes media easier to manage and supports accessibility.

  • Use descriptive, hyphenated file names (e.g., purdue-students-in-lab.jpg or purdue-commencement-2025.mp4).
  • Avoid spaces, underscores, special characters or generic names like finalvideo.mp4.
  • Include relevant keywords when appropriate but keep names concise and brand compliant.

Image Optimization

  • JPEG — Best for photography. 
  • PNG — Use when transparency is needed. 
  • SVG — Ideal for logos and simple graphics. 

  • Open File > File Info in Photoshop. 
  • Set Copyright Status to Copyrighted. 
  • Add notice: “© [year] Purdue University. All rights reserved.” 
  • Optional: Add Copyright Info URL (https://www.purdue.edu/). 
  • Save — this information embeds into the file. 

Why add copyright metadata? 
Embedding copyright information protects Purdue’s ownership of visual assets, ensures correct attribution when files are shared and reduces risk of unauthorized use. 

  • Go to File > Export > Save for Web (Legacy). 
  • Format: JPEG / Medium Quality (~50). 
  • Check Optimized and Convert to sRGB. 
  • Metadata: Retain Copyright only. 
  • Resampling: Bicubic Sharper when reducing size. 

  • Crop and save your images as standard sRGB JPEGs.
  • Drop and drag up to 20 images at a time to the free online compressor tool at tinypng.com.

  • Hero/banner images — ~2000 px wide, under 500KB. 
  • In-line content images — 1200 px wide, under 250KB. 
  • Thumbnails/small graphics — 400-800 px wide, under 100KB. 
  • Logos/icons (SVG) — Typically under 50KB. 

Aim for the smallest file size that maintains sharpness at the required display size. Always test images at full width on large monitors. 

Video Optimization

  • Format: H.264.
  • Preset: Match Source — High Bit Rate (adjust as needed).
  • Frame size (resolution).
    • Internally hosted clips (≤20 seconds): Export at 1920 x 1080 (landscape) or 1080 x 1920 (portrait). 
    • Externally hosted videos (YouTube, Vimeo): Export at 1920 x 1080 (1080p) for standard playback. Use 3840 x 2160 (4K) only if source footage requires it. 
    • Social/portrait orientation: Export at 1080 x 1920 for vertical formats. 
  • Frame rate: Match source footage.
  • Bit Rate encoding: CBR, 2 pass.
  • Target bit rate: 15 Mbps for 1080p.
  • Audio: AAC, 320 Kbps, 48 kHz.

  • Format: MP4.
  • Codec: H.264.
  • Encoder: Auto.
    • Resolution: Timeline Resolution.
  • If timeline is set at 4K, it will export at 4K, but it can be set at 1080p for internally hosted clips.  
  • Frame Rate: Timeline Frame Rate.
  • Encoding Profile: High.
  • Key Frames: Automatic.
    • Check box for Frame reordering.
  • Preset: Quality.
  • Rate Control: Constant Bit Rate (CBR).
  • Bit Rate: 15000 Kbps for 1080p. 

  • Use after Premiere export to further reduce file size. 
  • Codec: H.264 (x264).
  • Constant Quality setting: RF 20-23 for balance of size and quality. 
  • Resolution: Keep at 1080p unless smaller is required. 

  • All public-facing videos must include captions. 
  • Apply Purdue-approved lower thirds, outros and templates.

Why captions matter 
Captions make content accessible to people who are deaf or hard of hearing, improve comprehension for non-native English speakers, and support search engine indexing of video content. They are mandatory for all public-facing videos. 

Learn more: https://www.purdue.edu/brand-studio/toolbox/video/

  • Internal hosting — Must use .mp4 (H.264) format. Limit to very short clips (≤20 seconds) to avoid slowing down Purdue servers. 
  • External hosting — Use YouTube or Vimeo for longer videos, event coverage or anything longer than 20 seconds. These platforms handle streaming, adaptive bitrates and captioning. 

Thumbnails act as the “cover image” for videos and can influence both click-through rates and brand consistency. 

  • Quality — Use a clear, high-resolution still (minimum 1280 × 720 px). 
  • Branding — Apply Purdue brand standards (fonts, colors, logos) where appropriate. Keep text minimal and legible at small sizes. 
  • Accessibility — Provide alt text for thumbnails embedded on Purdue webpages. Avoid text-only thumbnails; include visual context when possible. 
  • Consistency — Use a consistent style across related series or campaigns to reinforce recognition. 
  • Hosting platforms — On YouTube or Vimeo, upload a custom thumbnail rather than relying on an auto-generated still. 

  • Resolution — Export at 1920 x 1080 (1080 px) as standard; use 720p for smaller embeds where detail isn’t critical. 
  • File size targets (server-hosted clips) — Keep under 10MB for short clips (10-20 seconds). Compress larger files with HandBrake. 

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Last modified: July 20, 2026

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