How to compress images for the web without losing quality
Images are 60 % of a typical page's weight. Taking a 4 MB photo down to 150 KB does not require visible quality loss: it requires the right format, the right quality and the pixel size that is actually displayed.
Which format to choose
| Format | When | Relative size | Transparency |
|---|---|---|---|
| JPEG | Photos; universal compatibility | 100 % | No |
| WebP | Photos and graphics for the web; supported by all current browsers | 65–75 % | Yes |
| AVIF | Maximum compression; all modern browsers since 2024 | 45–60 % | Yes |
| PNG | Logos, screenshots with text, lossless transparency | 200–400 % | Yes |
For a website in 2026: AVIF or WebP as the main format and JPEG only if you need compatibility with old software.
Which quality to use
Quality 100 does not exist visually: above 85–90 in JPEG, 80 in WebP and 60–70 in AVIF nobody can tell the difference on screen and the size balloons. For blog photos, 75–80 in WebP; for product images with zoom, 85. If your platform enforces a maximum size, use the target in KB: Airpic finds the highest quality that fits.
Reduce pixel size before quality
A 4000-pixel-wide photo shown in an 800-pixel column wastes 96 % of its data. Set the longest side to twice the display size (for high-density screens): 1600 px for an 800 column. The saving from this step is usually larger than from all the compression.
Metadata and colour profile
A camera JPEG carries 20 to 100 KB of EXIF metadata (thumbnail included). Airpic strips it by default and keeps the ICC profile so colours do not shift; EXIF orientation is applied first, so the image does not come out rotated.
FAQ
What JPEG quality is best for the web?
Between 75 and 85. Above 90 the file grows a lot with no visible gain; below 70 blocks appear in gradients and skies.
WebP or AVIF?
AVIF is 20–30 % smaller than WebP at the same quality and every modern browser opens it; WebP encodes faster and more desktop software supports it. For a new site, AVIF; if in doubt, WebP.
Does compressing an image remove its metadata?
On Airpic yes by default (EXIF, GPS, thumbnails), keeping the ICC colour profile. You can turn it off if you need to keep camera data.
How much does compression cost on Airpic?
Same as the other tools: previewing is free and downloading uses your free download of the month or one standard credit.