15 of the Most Common Image Format Types, and When to Use Each

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The image used to market a business can communicate what limited words cannot. However, you can’t just choose a random image and be done with it. There’s a method to selecting the right image, and even the image format type can significantly affect the quality and effectiveness of your visuals. Understanding the strengths and limitations of each is crucial in ensuring that the image of choice communicates precisely what you want it to say.

1. JPEG (Joint Photographic Experts Group)

JPEG is among the most familiar and arguably widely used image formats. Many favor its ability to compress still images efficiently, a particularly useful feature for photographs and prints. However, this format is considered “lossy,” meaning some image quality is sacrificed for a smaller file size. The loss is generally unnoticeable and is ideal for web use.

Best for:

• Web images (banners, social media posts, blogs)
• Email marketing visuals
• Non-professional prints 
• Presentations (PowerPoint slides)

A JPEG’s small file size allows for faster website loading times, which improves user experience and SEO. While lossy, the compression is customizable in tools like Adobe Photoshop or GIMP so that balance between quality and file size needs is achieved. It’s also widely compatible across web browsers and devices, making it easily accessible to the audience. 

Pro-tip: avoid using JPEG for images that require sharp edges, such as logos or text-heavy graphics. The compression of smaller file sizes can result in blurriness and loss of detail.

2. PNG (Portable Network Graphics)

PNG is a “lossless” format that handles high-quality images and transparency. It was initially developed to replace the GIF format, able to handle up to 16 million colors, unlike GIF’s 256. It’s the ideal image format for visuals that must retain quality even after compression.

Best for:

• Web graphics with transparent backgrounds
• Logos and icons
• High-quality screenshots
• E-commerce product images

This file type is the best option if a project requires overlaying graphics with different backgrounds. Since it’s lossless, it retains every pixel of detail, making it perfect for graphics-heavy designs and vibrant visuals.

While PNG files are preferred over JPEG for excellent quality, they tend to have larger file sizes, affecting a website’s load time. Like JPEG, PNG is also widely supported by all major browsers. Optimize PNG images for web use to balance quality and performance, or for alternatives, WebP and AVIF provide better compression and reproduction, although they are limited in browser support.

3. APNG (Animated Portable Network Graphics)

APNG extends the PNG format to include animations while maintaining the standard PNG markers, such as high-quality visuals and transparency. Mozilla introduced this image format type as a modern alternative to GIF for more complex animations. 

Best for:

• Animated stickers in messaging
• Web animations requiring transparency
• Interactive web elements

It’s an excellent choice for lossless animation sequences, especially those that do not need to sync with a soundtrack. It delivers smooth transitions without compromising quality. Its transparency and color depth make it ideal for polished marketing animations compared to GIF’s 8-bit indexed color.

APNG offers superior quality, but before using it in your business, ensure that your audience’s browsers support the format. Browsers supporting APNG include Chrome, Edge, Firefox, Opera, and Safari. 

4. GIF (Graphics Interchange Format)

GIF is widely used for simple web graphics because of its lossless compression, transparency, and animation possibilities. However, they are limited to 256 colors, making them less suitable for more complex images. GIF files are small in size and very portable.

Best for:

• Social media memes
• Web animations like progress bars and icons
• Simple visuals with limited color requirement

Designers use it for its animation support, which makes it perfect for lightweight animated content without sound. A GIF can run for 15 seconds, but it is recommended to be kept for around 6 seconds. Its portability allows small file sizes to be shared easily across platforms, and it is great for email campaigns and social media ads.

For animations requiring higher color depth and smoother quality, it’s best to use APNG or WebP instead.

5. AVIF (AV1F Image File Format)

AVIF is a cutting-edge format that offers superior compression and quality compared to traditional formats such as JPEG and PNG. 

Best for:

• Websites requiring top-tier performance
• Digital marketing campaigns with high-quality visuals
• Mobile-friendly designs

Due to its high performance and royalty-free image format, AV1F is a good choice for both still and animated images. Although lossy, it offers 30 to 50% better compression than JPEG, achieving faster load times without sacrificing quality. AV1F also supports high dynamic range visuals (HDR) for higher color depths, better animation, and transparency. To ensure universal accessibility, pair AV1F with fallback formats such as the <picture> element since browser support is still expanding for AV1F.

6. PDF (Portable Document Format)

Since its inception in 1992, PDFs have become a staple for creating professional, shareable documents that maintain consistent formatting across devices and platforms. 

Best for:

• Brochures
• Proposals
• Whitepapers

PDF is a fixed layout document wherein the text, fonts, and graphics look polished regardless of which application software or hardware is used to view it. The interactive features of PDFs, such as clickable links and forms, can be used to engage the audience or even collect leads.

7. SVG (Scalable Vector Graphics)

SVG is a vector-based image format type that allows images to scale without losing quality. It ensures that visuals look sharp on a wide billboard or mobile screen. SVG files benefit modern web design, where responsive layouts and scalability are essential.

Best for:

• Logos
• Website icons
• Interactive web graphics

The small file size optimizes it for fast-loading web pages. The interactivity feature also enables animations and user interaction directly within the file.

8. EPS (Encapsulated PostScript)

Another vector-based, infinite scalable file type is EPS. These files are compatible with most professional design tools, such as Adobe Illustrator, making them perfect for brand assets.

Best for:

• Logos
• Illustrations
• Print advertisements

When designing for print media such as flyers, posters, or business cards, provide your printer with EPS files to ensure sharp, professional results.

9. RAW Image Files

Raw files are unprocessed images captured by cameras that offer the highest level of quality detail and flexibility for editing. Many digital single-lens reflex (SLR) cameras shoot in raw, which comes in .raw, .cr2, .nef, .orf, and .sr2 file extensions. This format is considered a digital negative, meaning it holds a lot of information but has to be processed first. 

Best for:

• Product photography
• Branding shoots

Use RAW files to create website and social media visuals. Partner with a skilled photographer who can process the files as the editing flexibility allows for complete creative control.

10. WebP

Developed by Google, WebP offers a modern image format type that combines lossy and lossless compression — meaning high-quality visuals with smaller file sizes but a smoother website experience. WebP lossless images are typically 26% smaller than PNGs. On the other hand, lossy images are 25-34% smaller than JPEG images with the same visual compression levels.

Best for:

• Website images
• Digital advertising 
• Responsive design graphics 

Reduced load times improve page speed and enhance SEO and user experience. Its versatility supports both still and animated images. However, it’s not as well supported in browsers.

11. BMP (Bitmap Image File)

BMP offers high-quality, uncompressed images. This file format stores much detail with no compression or information loss, treating each image pixel as its own entity. Due to its large size, it’s unsuitable for web use, but it can be beneficial for high-quality scans or archiving purposes.

Avoid using BMP for online marketing. Instead, files can be converted to optimized formats like PNG or JPEG for web use. Reserve BMP for internal projects or specialized design work requiring uncompressed files.

12. TIFF (Tagged Image File Format)

TIFFs are lossless image files that allow for high-quality images and larger file sizes. They are the golden standard as they support various color spaces, which makes them versatile for detailed prints or advanced editing.

Best for:

• Professional publishing
• High-quality print media
• Archival projects 

Use TIFF to create large-format print materials such as banners or catalogs. Work with professional printers to bring out the best in your designs using this image format type.

13. PSD (Photoshop Document)

The PSD file format is native to Adobe Photoshop. This format supports layers, masks, and adjustments in a single file, making it one of the most versatile formats for editing images.

Best for:

• Editable templates for posts and advertisements
• Complex image editing and photo retouching
• Storing reusable designs like flyers, posters, or digital ads

PSD can also be exported into multiple formats like JPEG, PNG, or PDF to save the final form. The editable designs make it easy to tweak new campaigns without losing brand consistency.

14. XCF (eXperimental Computing Facility)

XCF is the native file format for the GNU Image Manipulation Program (GNU), a free and open-source alternative to Adobe Photoshop. XCF serves the same purpose as a PSD by preserving layers and editing information. 

Best for:

• Affordable, high-quality graphics 
• Open-source solutions for quick edits and collaboration

15. AI (Adobe Illustrator)

AI is a native file extension for Illustrator, the leading tool for creating vector graphics. It supports scalable vector graphics that maintain quality at any size. Similar to Adobe Photoshop, it also supports layers and organizes multiple versions of a design for ease of editing.

Best for:

• Precise line art, typography, and branding elements
• Vector-based artwork for digital and print
• Infographics, charts, and custom campaign icons

Understanding Image Format Types for the Perfect Visual

The correct image format will turn your business’s vision into reality. Beyond the technical details, you’re building a brand that the audience will perceive as professional and detail-oriented. You may not use every file format, but it helps to know which to choose when creating your next campaign for your business. By selecting the right format for the job, you can ensure your visuals leave a lasting impression while meeting your platform’s technical needs.