JPG, PNG, WebP or AVIF? The Best Image Format for the Web

Images are usually the heaviest part of a web page, so picking the right format is one of the highest-leverage performance wins available.

JPG / JPEG

Lossy, great for photographs, tiny file sizes. No transparency. Universally supported. Use JPG for hero photos and product shots.

PNG

Lossless, supports transparency, larger files. Use PNG for logos, icons and UI elements with sharp edges.

WebP

Modern format offering 25-35% smaller files than JPG at the same quality, plus transparency and animation. Supported by every modern browser.

AVIF

The newest contender — even smaller than WebP. Great compression, slightly slower to encode. Supported in Chrome, Firefox and Safari 16+.

Our recommendation

Serve AVIF first, fall back to WebP, then JPG. Use the WebP → PNG and JPG → PNG tools to convert your assets.