Modern Image Formats

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Modern Image Formats like WebP and AVIF deliver better compression than older formats, meaning smaller files with similar visual quality. Smaller images load faster and improve performance scores. Adopting modern formats is one of the simplest ways to speed up a media-heavy site.

Modern Image Formats

Modern image formats — primarily WebP and AVIF — use advanced compression algorithms to produce significantly smaller files than traditional JPEG and PNG formats, often with no visible loss in quality. Images are typically the heaviest assets on a web page, so switching to modern formats can shave hundreds of kilobytes or even megabytes off your total page weight. Smaller images mean faster loads, lower bandwidth costs, and happier users.

Why They Matter

Dramatically smaller file sizes. WebP images are typically 25–35% smaller than comparable JPEGs. AVIF can go even further, often achieving 50% smaller files with equivalent visual quality. On image-heavy pages, the savings add up fast.
Faster page loads. Images are usually the largest downloads on a page. Reducing their size directly speeds up Largest Contentful Paint and overall load time, especially on slower mobile connections.
Better user experience on mobile. Mobile users are often on limited data plans and slower networks. Smaller image files mean pages load faster and consume less data — both of which keep mobile visitors engaged.
Modern formats support advanced features. WebP supports both lossy and lossless compression, transparency, and animation in a single format. AVIF adds HDR support and even better compression ratios. They are more versatile than JPEG and PNG combined.

How to Adopt Them

Convert existing images to WebP. Most image editing tools, build pipelines, and CDNs can convert JPEG and PNG to WebP automatically. Start with your largest images for the biggest immediate impact on page weight.
Use the picture element for fallbacks. Wrap images in a <picture> element with a WebP or AVIF source and a JPEG/PNG fallback. Browsers that support modern formats get the small file; older browsers get the traditional format.
Let your CDN handle conversion. Many content delivery networks can automatically serve WebP or AVIF versions based on the visitor's browser capabilities. This requires zero changes to your HTML and works across your entire site.
Try AVIF for even better compression. AVIF offers the best compression ratios available today. Browser support has grown rapidly, and when paired with fallbacks, you get the best of both worlds.
Do not forget about quality settings. Modern formats achieve smaller sizes partly because they are better at compression, but you still need to choose appropriate quality levels. Test different settings visually to find the sweet spot between size and appearance.

Common Mistakes

Not providing fallbacks. While modern format support is widespread, some older browsers and email clients still do not handle WebP or AVIF. Always include a JPEG or PNG fallback inside a <picture> element.
Converting without checking quality. Automated conversion at aggressive compression settings can produce blurry or artifact-heavy images. Spot-check your converted images to make sure they still look good.
Only converting some images. Converting your hero image to WebP but leaving fifty product thumbnails as unoptimized PNGs misses most of the potential savings. Apply modern formats consistently across your entire site.
Serving modern formats without proper MIME types. Your server needs to send the correct content type headers for WebP (image/webp) and AVIF (image/avif). Incorrect MIME types can cause browsers to reject the image entirely.

Bottom Line: Switch your images to WebP or AVIF with proper fallbacks to cut page weight dramatically. It is one of the highest-impact performance improvements you can make, and modern browser support makes it practical for every site today.

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Synonyms: WebP, AVIF, Next-Gen Images

What Does "Liquid Purple" mean?

noun | / LIK-wid PUR-pul /

(biochemistry) Also known as visual purple or rhodopsin — a light-sensitive receptor protein found in the rods of the retina. It enables vision in dim light by transforming invisible darkness into visible form. Derived from the Greek rhódon (rose) and ópsis (sight), its name reflects its delicate pink hue and vital role in perception.
(modern usage) Liquid Purple — a digital marketing agency specializing in uncovering unseen opportunities and illuminating brands hidden in the digital dark. Much like its biological namesake, Liquid Purple transforms faint signals into clear visibility — revealing what others overlook and bringing businesses into the light.

Origin: From the scientific term rhodopsin, discovered by Franz Christian Boll in 1876; adopted metaphorically by a marketing firm dedicated to visual clarity in the age of algorithms.

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For over 20 years, Liquid Purple has been headquartered in the heart of Southern California, serving clients across Irvine, Newport Beach, Anaheim, and the greater Los Angeles area. While we are proud of our local roots, our digital reach extends far beyond our local area. We support businesses in major hubs like Denver, Dallas, New York, and Miami, as well as international clients. Our ability to operate across time zones means you can often wake up to completed tasks and progress updates—keeping your business moving while you sleep.

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Modern Image Formats