In June we learned of a major update to the PNG format. This is already supported by the major web browsers, as well as Photoshop.
Most of us in marketing, on the fringes of graphic design, have been taught that the JPG format is usually the most efficient for complex photos and the PNG format better for flat graphics such as logos. We also know about alternative formats such as WebP, but we leave use of these to automation – many website backends will convert images to better formats like these without us having to do anything.
It comes as a surprise to many people to know that the specifications of these formats continue to evolve, and in June we learned of the first major update in over two decades to the PNG format. This is already supported by the major web browsers, as well as Photoshop, so it can be used without worry.
Enhancements include High Dynamic Range (HDR) support, an animated version and embedded EXIF metadata, enabling storage of details like camera settings, copyright info, and GPS data directly in the PNG file. What does it mean for us?
True HDR support may offer an opportunity for brand visuals to look more vivid and lifelike. Animation allows us to replace GIFs with smoother, higher-quality animations. And the ability to embed EXIF data supports better tracking and management.
What should we do now?
- Audit our image library for PNGs, and consider updating high-impact PNGs to use HDR if possible;
- Transition from GIF to Animated PNG where possible to improve animation quality while maintaining transparency and lightweight files;
- Ensure EXIF metadata compatibility going forward: this can aid in better tracking and attribution when assets are shared;
- Check our CMS, email services and ad platforms for compatibility with HDR‑PNG and APNG.
In summary, this is a significant leap forward for online images: enhancements to PNG format images without sacrificing quality, transparency, or portability. What’s more, there are future improvements to PNG file compression promised!