JPEG, PNG, WebP, AVIF, and SVG specimens showing compression, transparency, photography, HDR, and vector scaling

Image format guide

Compare formats for the image you need to publish.

A photo, a screenshot and a logo need different compression settings. Start with the table below, then check the format guide for transparency, animation and browser support. Compare an export of your own image before replacing the original.

Choose a format

You are optimizing…	Use	Why
Photos for the web	AVIF → WebP → JPEG	Compare file size and visible detail at your chosen settings
Screenshots, UI, text-heavy graphics	PNG or WebP lossless	Pixel-perfect text, no blocking artifacts
Logos, icons, illustrations	SVG	Scales to any size, tiny for simple shapes
Short animations	WebP or AVIF animated	Full-color animation. Check support in your target browsers.
iPhone camera uploads	Convert HEIC first	Great compression, poor non-Apple support
Legacy email clients	JPEG or GIF	Check the email guide for client-specific format support