JPG vs PNG vs WebP vs AVIF: Which Image Format Should You Use?

In short: use WebP for most website images, JPG for photos when WebP is not supported, PNG for graphics that need a transparent background or sharp text, AVIF when your platform supports it and you want the smallest files, and SVG for logos and icons. This JPG vs PNG vs WebP guide explains how each format works, when to use it, and how much space each one saves.

JPG vs PNG vs WebP vs AVIF at a glance

Lossy vs lossless: what it means

Lossy formats (JPG, and WebP or AVIF in lossy mode) throw away detail the eye barely notices, which makes files much smaller. Lossless formats (PNG, and lossless WebP) keep every pixel exactly, which is great for sharp text and flat colours but makes photos large.

JPG: the classic photo format

JPG works everywhere, from old phones to email apps and printing services. It is good for photos but cannot keep a transparent background, and repeated editing and saving slowly reduces quality. However, for photos on a modern website, WebP gives the same quality at a smaller size.

PNG: for transparency and sharp graphics

PNG keeps hard edges and text crisp and supports transparent backgrounds, so it suits logos, icons, screenshots and product cut-outs. The downside is size: a photo saved as PNG can be three to five times larger than the same photo as JPG.

WebP: the best default for websites

WebP, created by Google, is supported by all modern browsers. It usually produces files around 25 to 35 percent smaller than JPG at similar quality, and it supports transparency like PNG. As a result, one format can replace both JPG and PNG on most websites. WordPress has supported WebP uploads since version 5.8. See Google's WebP documentation for technical details.

AVIF: even smaller files

AVIF often makes photos smaller than WebP at the same quality, and modern browsers support it. However, it takes longer to encode, and some older apps, editors and platforms still cannot open it. Use AVIF if your website platform or image plugin creates it automatically, with WebP or JPG as a fallback.

SVG: for logos and icons

SVG is not made of pixels. Instead, it stores shapes as code, so it stays perfectly sharp at any size and is usually tiny. Use it for logos, icons and simple illustrations. Do not use it for photos.

Which image format should you use?

• Website photos: WebP (or AVIF with a fallback).
• Logo on your website: SVG, or PNG/WebP if you only have a pixel version.
• Product photos on a white background: WebP.
• Product cut-outs with transparency: WebP or PNG.
• Screenshots with text: PNG or lossless WebP.
• Email newsletters: JPG and PNG, because some email apps still do not show WebP.
• Printing: high-quality JPG, PNG or PDF as your printer asks.

Whatever format you choose, size and compression matter too. Read our website image size guide and our guide to compressing images without losing quality.

Frequently asked questions

Is WebP better than JPG?

For websites, yes in most cases. WebP gives similar quality at a smaller file size and supports transparency.

Is PNG better quality than JPG?

PNG is lossless, so it keeps every detail, but for photos the difference is rarely visible and PNG files are much larger.

Should I use AVIF?

Use AVIF if your platform supports it with a fallback. Otherwise WebP is the simpler choice.

Which format is best for logos?

SVG for websites. Use PNG when a platform does not accept SVG.

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