Choosing the right image format is one of the easiest ways to make your photos look better, load faster, and take up less space. But with JPEG, PNG, WebP, AVIF, SVG and more to pick from, it's easy to get lost.
This guide explains each format in plain language — what it's good at, where it falls short, and exactly when to use it.
Quick answer
If you just want the short version:
- Photographs → JPEG, or WebP for the web
- Transparency (logos, cut-outs) → PNG, or WebP
- Logos and icons → SVG
- Maximum web performance → WebP or AVIF, with a JPEG/PNG fallback
- Professional or print work → TIFF or RAW
Need to switch a file from one of these to another right now? You can convert between JPG, PNG and WebP free in your browser, and reduce image file size without losing visible quality.
JPEG (JPG)
JPEG is the classic photo format, supported everywhere. It uses lossy compression, which discards some data to create small files — perfect for photographs with lots of color and detail.
Best for: photos, complex images, anything where small file size matters more than perfect precision.
Avoid it for: logos, text, and sharp-edged graphics (compression makes edges look fuzzy), and anything needing transparency (JPEG doesn't support it).
PNG
PNG uses lossless compression, so it keeps every pixel exactly. Crucially, it supports transparency, which makes it the go-to for logos, icons, screenshots and graphics with sharp edges or text.
Best for: transparency, crisp graphics, screenshots, images you'll edit repeatedly.
Avoid it for: photographs — a photo saved as PNG can be several times larger than the same photo as JPEG or WebP, with no visible benefit.
WebP
WebP is a modern format that usually gives smaller files than both JPEG and PNG at similar quality — and it supports transparency and animation. Every modern browser supports it, which makes it an excellent default for the web.
Best for: almost any image on a website — photos, graphics, and transparent images alike.
Best uses for WebP: replacing heavy JPEG photos and bulky PNG graphics on your site to speed up loading. You can convert your images to WebP in seconds.
AVIF
AVIF is even newer and can compress more aggressively than WebP, producing very small files at good quality. The trade-off is that browser and tooling support, while growing fast, is still less universal than WebP's.
Best for: cutting-edge websites where you can serve AVIF to browsers that support it and fall back to WebP or JPEG for the rest.
SVG
SVG is different from all the others: it's a vector format. Instead of storing pixels, it stores instructions for drawing shapes — so it stays perfectly sharp at any size, from a favicon to a billboard, with a tiny file size.
Best for: logos, icons, and simple illustrations.
Avoid it for: photographs — SVG can't represent photographic detail. When you need a raster version of a logo, export it to PNG instead.
The formats you'll meet less often
HEIC is what many phones use for photos. It's efficient, but compatibility is limited — converting it to JPEG improves how widely it can be viewed and shared.
RAW files hold everything the camera sensor captured, ideal for editing. They're huge and not meant for sharing — once you're done editing, export the final version to JPEG or WebP.
TIFF is a high-quality lossless format used in professional photography, printing and archiving. Excellent quality, large files, not for the web.
BMP is an old uncompressed format. Files are needlessly large; JPEG, PNG, WebP or AVIF are almost always more practical.
PDF isn't an image format exactly, but it's the standard for print-ready documents that mix images and text.
The comparisons that matter
JPEG vs WebP: WebP usually wins on file size at similar quality, making it better for modern websites. Choose JPEG when the widest possible compatibility matters most.
PNG vs WebP: WebP typically produces smaller files than PNG while keeping transparency — ideal for the web. PNG stays useful when you need a universally supported lossless format.
SVG vs PNG for logos: Use SVG for vector logos so they stay crisp at any size. Export to PNG when you need a raster version or your workflow doesn't support SVG.
Which format is best for websites?
There's no single winner — match the format to the content:
- Photographs: WebP or AVIF (fall back to JPEG). Then compress your website photos so pages load fast.
- Transparent graphics: WebP or PNG.
- Logos and icons: SVG.
For high-performance sites, serve modern formats like WebP and AVIF where supported, and provide a JPEG or PNG fallback so every visitor still sees your images.
Frequently asked questions
Is JPEG or PNG better? It depends. Use JPEG for photographs and smaller files when you don't need transparency. Use PNG for transparency, text, sharp edges and lossless quality like logos and screenshots.
Should I use JPEG or WebP? Use WebP to optimize images for modern websites, since it often produces smaller files than JPEG at similar quality. Use JPEG when broad, universal compatibility matters most.
Is PNG or WebP better? WebP usually gives smaller files than PNG while keeping transparency, which is ideal for the web. PNG stays useful when you need a widely supported lossless format.
WebP vs AVIF — which is better? AVIF can compress more strongly, while WebP has broader, more mature support. The best choice depends on your audience and fallback strategy.
Which format is best for logos? SVG, because it stays sharp at any size. Use PNG when you need a raster version.
Conclusion
There's no single "best" image format — only the best format for a specific job. Match the format to the task: JPEG or WebP for photos, PNG or WebP for transparency, SVG for logos and icons, TIFF or RAW for professional work, and PDF for print-ready documents.
Once you know which format you need, you can convert and compress your images in seconds with Photopik's free online tools — no signup, and nothing ever leaves your device.