Pictures play a fundamental role in the current digital era. They represent a powerful tool due to their ability to capture attention, simplify communication and share information. Images are simply essential if you want to create engaging web content. It’s clear we need to use images, but it’s equally important to use the right ones based on our specific tasks.

Before uploading to our websites and blogs or sharing on social media, we need to understand the various image formats, their characteristics and see which ones are suitable for our needs. Choosing the right file type is important because it helps us balance two key factors: visual quality and performance. In this post, we’ll explore the most relevant formats for the web: JPG, PNG, GIF, WebP, AVIF and HEIC. Keep reading to discover the pros and cons of the veterans and the newcomers and see our recommendations for common use cases.

The Classic Formats

JPEG

JPEG or JPG (you may come across this extension, but it’s the same format as JPEG) is undeniably the most popular image format on the web. Developed by the Joint Photographic Experts Group in 1992 with the goal of supporting digital photography, JPEG has held the crown for many years for being the optimal image format. Is it still the best choice for your photographs? Yes and no. Depending on your use case, JPEG comes with a series of advantages and disadvantages. Let’s check them out:

Pros

  • Compression efficiency: JPEGs use a lossy compression technique, which reduces the file size substantially. The smaller file size makes them perfect for websites, social networks, and email sharing.
  • Compatibility: This file type enjoys universal support. You can upload JPEGs across all platforms, browsers, and devices, making sure your pictures are easily and correctly displayed.
  • Despite what some may say, JPEGs maintain an acceptable image quality. They represent a good choice for digital photos and complex images with lots of colors and gradients.

Cons

  • Lossy compression: Using this compression technique means that some image data is permanently discarded; the picture quality will degrade with heavy compression and repeated edits and saves.
  • Not ideal for images with sharp lines, text or large areas of solid color (they can create artifacts).
  • JPEGs don’t support transparency, which makes them unsuitable for graphics like logos and icons.
  • No animation support.

PNG

PNG, which stands for Portable Network Graphics, is a lossless image format. Developed as a replacement for GIF, it has become the go-to format for graphics requiring transparency and sharp detail. As opposed to JPEGs, PNGs use lossless compression, which means that they don’t lose any of the image data during compression. They are ideal in use cases where image quality is of paramount importance.

Pros

  • PNGs use lossless compression, ensuring no quality is lost.
  • They support alpha transparency and are therefore excellent for logos, icons, and other graphics that require layering.
  • Suitable for illustrations and text-heavy images, due to their ability to maintain sharp edges and vivid colors.
  • Wide compatibility.

Cons

  • Because of the lossless compression, the file sizes of PNGs are significantly larger than JPEGs for photographs or complex images. This can be a drawback for web use, as it can lead to slow loading times.
  • While APNG (Animated PNG) exists, standard PNG doesn’t support animation natively, and APNG support isn’t as widespread as GIF or modern formats.

GIF

When you think of GIF, you almost instantly think of short, looping animations. Many internet users resort to GIFs to create short clips and memes conveying emotions, sarcasm, humor, or diverse reactions.

Not so many people know that the format dates back to the late 80s and that it was one of the first image formats to be used on web pages. GIF can be suitable for graphics and logos, but it does have some disadvantages that turn it into an outdated solution in certain scenarios.

Pros

  • GIFs support animations used to create engaging web visuals.
  • They support basic transparency (not smooth alpha transparency like PNG).
  • They use lossless compression (within their color limits).
  • GIF files are compatible with all web browsers and social platforms.

Cons

  • A GIF is limited to a palette of only 256 colors, which makes them unfit for complex photos or gradients.
  • The file sizes for animations can be larger compared to modern formats like WebP or AVIF.
  • The compression used is less efficient than newer formats.

The Next-Gen Formats

The Best Image Format for the Web

JPEG, PNG, and GIF are part of the classic image formats. In recent years, new image file types have emerged, looking to provide higher quality and improved efficiency. Let’s take a close look at these new contenders and see if they have what it takes to prevail over the classics:

WebP

WebP is one of the most important next-gen formats. It was developed by Google as a replacement for older formats, such as JPG, PNG and GIF. WebP is the acronym for Web Picture and was created with the web in mind. Google conceived this image file with the clear goal of making websites load significantly faster. The format is promoted as a better option than the classic ones, because it has the capacity to display high-quality pictures that are actually smaller in file size compared to JPG and PNG.

Pros

  • WebP offers both lossy and lossless compression, generally achieving significantly smaller file sizes than JPG and PNG at comparable quality (lossy – 25-34% smaller than JPG, lossless – around 26% smaller than PNG).
  • It supports transparency (alpha channel).
  • It supports animation, providing better quality and smaller files than GIF.
  • It’s endorsed by Google. It’s a well-known fact that Google likes it when you use its products and implement its recommendations. Opting for a modern image format that Google recommends can generate visible benefits for your website.

Cons

  • Even though it has been adopted by new browsers, the use of WebP on older versions, including Internet Explorer for example, can be problematic. Moreover, the format is not supported by certain photo editing tools and online sharing platforms.
  • If you opt for the lossy compression, it may be possible to notice a minor drop in picture quality.

AVIF

AVIF (AV1 Image File Format) is the newest contender for the crown, aiming for the highest efficiency among image formats. The main feature of AVIF is that it uses the highly efficient AV1 compression algorithm in the HEIF container format, which generates smaller file sizes without sacrificing quality. AVIF is an open-source, royalty-free format, which means you can use it without worrying about licensing issues.

Pros

  • Superior compression efficiency, often resulting in the smallest file sizes compared to JPG, PNG, and even WebP (potentially 30-50%+ smaller than JPG at similar quality).
  • It offers both lossy and lossless compression.
  • It can store both still and animated photos.
  • AVIFs support alpha transparency, High Dynamic Range (HDR), and Wide Color Gamut (WCG).
  • Support for higher bit-depths (up to 12-bit color).

Cons

  • Compatibility issues. AVIF is a newer format, so compatibility isn’t as universal as WebP or JPG/PNG. Certain browsers and various photo editors still don’t have native support for this file type.
  • Encoding can be slower and require more computing power than JPG or PNG.
  • It does not support progressive rendering.

HEIC

If you’re an Apple user, you’re probably familiar with this file type. But what is HEIC exactly? HEIC stands for High Efficiency Image Container and is basically an updated version of HEIF (High Efficiency Image File). It was originally developed by the Moving Picture Experts Group (MPEG) and adopted by Apple as the default image format for its devices. It uses the HEVC compression algorithm to generate significantly lighter file sizes in comparison to other image formats.

Pros

  • HEIC offers significantly better lossy and lossless compression than JPEG (often around half the size for similar quality).
  • Versatility. This is a versatile format that can support multiple media types. These include images with multiple layers, transparency, HDR sequences, and even animations. For example, HEIC is compatible with animations in 16-bit color, whereas GIFs can support only 8-bit images.
  • It can store editing data and allow you to reverse specific edits, including cropping and rotating.

Cons

  • Compatibility problems. Using HEIC outside the Apple ecosystem is tricky, to say the least. There’s simply very limited browser, app and software support.
  • At the moment, it’s not well-suited for general web use due to the aforementioned lack of support.

Common Web Use Cases

Choosing the right image format isn’t a “one-size-fits-all” decision. The right format depends on the characteristics of your image file, its purpose on the web page, your performance goals, and the level of browser compatibility you wish to maintain. Here’s a detailed breakdown for common scenarios on the web:

Photographs and Complex Images

AVIF and WebP represent a better option than JPG when it comes to online photos. Their advanced compression algorithms are designed to substantially reduce file sizes (between 30 and 50% smaller than JPG) without adding visible artifacts. In other words, they provide the same picture quality at a much smaller size, ensuring faster loading times for your web pages. AVIF generally offers the highest compression efficiency, providing the smallest files or better quality at the same file size as WebP.

JPG? Yes, this is still a reliable option if you need absolute maximum compatibility with all browsers and legacy systems (including very old ones) or if the image optimization tools in your CMS only support traditional formats.

Logos, Icons and Graphics with Transparency

AVIF and WebP are great choices. They support lossless compression and alpha channel transparency and often achieve smaller file sizes than PNG for the same visual quality. According to Google, lossless WebP can be 26% smaller than PNG, while lossless AVIF can offer additional reduction.

If lossless quality is the most important aspect and you prioritize universal compatibility over file size, PNG remains the best option. The format can ensure pixel-perfect reproduction without compression-related artifacts, which makes it ideal for sharp logos, charts or text-heavy graphics.

Animations

AVIF and WebP offer superior animation capabilities in the battle against the classic GIF. They support 24-bit color (millions of colors) compared to GIFs 256-color limit and provide improved compression, generating lighter files for the same animation.

GIF has clear limitations in terms of colors and file size. You should use it only in online environments where next-gen formats aren’t supported or if you wish to create simple, low-color animations.

How to Convert Image Formats

The Best Image Format for the Web

It may happen that, at some point, you encounter compatibility issues. If you can’t open on your device modern files like HEIC, WebP or AVIF, you’ll need to convert them to a commonly-used format such as JPG and PNG. You can easily and quickly perform this operation with the aid of a batch image converter like our own BatchPhoto.

BatchPhoto is a powerful batch editing tool that can import and export to more than 200 image formats, including of course the ones mentioned in this post. The software is capable of converting hundreds of images at once in a simple, step-based process. All you have to do is add your photos in Step 1, apply one of the built-in filters in Step 2 (optional), and choose your output format and destination in Step 3. Then, simply click on the Process button, and let the tool convert all your pictures.

Bottom Line

There’s no single “best” format. It all depends on your specific necessities and individual preferences.

If you prioritize performance, want a faster website speed and reduced bandwidth consumption, then AVIF is an excellent choice. WebP is a great alternative. It’s a performance-oriented format and has the advantage of being more widely supported in comparison to AVIF. HEIC is also efficient, but its lack of broad web support makes it rather unsuitable outside the closed Apple ecosystem.

If compatibility is more important to you than efficiency, the classic formats represent the path to follow. This way you’ll eliminate any risks and ensure that your pictures are correctly displayed and viewed on any browser, platform or device. Stick to JPEG for standard photographs, to PNG for graphics requiring transparent backgrounds or perfect fidelity and to GIF for simple animated clips.

Properly balance quality, performance, and compatibility to create the optimal visual experience for your audience.