First of all, this is not a RAW vs JPEG post. This is about things to take into consideration if one wishes to shoot JPEG and want to get the most out of it. That clarified, let us start;
Why would one want to shoot JPEG? Well, the biggest elephant would be convenience. The second is that its Natural. Third and fourth would be Speed and Size.
Some may have other or additional reasons but for me, those are the four major ones.
-Convenience
JPEG, JPG etc, are final outputs. Whatever was captured, the camera would autoprocess and create the JPEG file.
The file is ready to be seen, sent, archived and for a limited scale, edited. Practically every computer, pad, phone or whathaveyou can read and show the JPEG file as what it was intended to be. Granted some slight image quality may differ from one screen to the next, but generally it can be read and shown as so.
-Natural
Generally speaking, shooting RAW will get more data in the shadows if it is done ETTR. Such approach often looks weird when the image is chimped. On the other hand, shooting JPEG and then chimping is pretty much what you see is what you get. More evidently so with the mirrorless cameras. Any adjustment to brighten or dim the scene is reflected in the captured image as is.
-Speed & Size
Not everyone owns the best & latest gear. Many enthusiasts use the mid-tier equipment and even an entry level one. This is where JPEG makes a lot of sense. Many of their images need not be perfect but just for the pleasure of shooting. Also, RAW being a bigger file, fills up the buffer faster, and if coupled with a slow card, may turn a 6fps camera to a 2fps one. A drawback for shooting actions or BIF.
Granted that JPEG limits the editability of an image, but it enables one to shoot continuously faster and for a longer period, as shown in the example below.
Now for the meat of the pie, how do we make good JPEG Photos? What do we need to consider?
1. Dynamic range
2. Clutter
3. Purpose/Planning
4. Optimal Settings
-Dynamic range
Most of the time this will not be an issue, but when it does, it needs to taken care of appropriately.
Scenes with very wide dynamic range is a major factor to avoid taking JPEG photos because of its limited representation of the overly bright and the dark areas of the image. One must make the dynamic range narrower to capture details in the dark areas while keeping data in the bright ones. For a single shot photo, a good technique to narrow the DR is to control the light. Use a reflector or flash etc. to balance out the difference. If applicable, use multiple exposure and blend at post. Camera HDR & settings like D-lighting is a gamble but worth the try. Using the Flat or Neutral picture control may offer a bigger spectrum for adjustment if post is required. In any case, chimp constantly and adapt quickly.
-Clutter or the lack thereof
Avoid shooting solid colors and smooth gradients.
Three factors come into play here. The RGB filter, bit size of the file and the compression mechanism of JPG. Those three play against Solid colors and smooth gradients. Those are not well represented by JPG images and there is no work around it.
If your scene has solid swaths of a single color with smooth gradients as their major elements, use RAW and edit at post. More on this problem can be read
hereHowever, if the scene is active, with plenty of changes between pixels, That is the sweet spot. Turbulent skies, a garden scene, people about are all good candidates for a JPEG photo.
-Purpose/Planning
As touched previously, JPG has more limits, therefore shooting a JPEG SOOC is more demanding of the photographers decisions, preparation, skill and luck at the moment of capture. There are times, one must decide what detail or balance of detail one is willing to lose. If for the scene the lost is extreme, then bracket the exposure if possible or try one of the HDR/D-lighting setting.
When the situation can be controlled, like in a studio portraiture, or product shoot, JPG can be fully adequate. When very quick turn around and release is required, such as sports events and news reporting, JPEG can be a necessity. For general snaps and documentations, JPEG is hard to beat.
-Optimal Settings
In the camera settings, choose to save JPG in the biggest megapixel, fine & compression to quality.
Have adequate and correct light temperature, always aim for the lowest ISO then chimp on your results.
One needs to nail the exposure when creating a JPG SOOC. So keep track of your exposure meter & exposure mode just as much as your focus area.
In closing, JPEG SOOC is just allowing some automation to create the final photo. Although much of how the photo will be automatically processed can be adjusted through the camera settings like choosing; D-lighting, picture control, presets, compression quality etc., it would not be as precise, have more leeway and controlled as when editing a RAW file. Importantly, how the scene stands beforehand will play a big role in getting a good photo.
Keep in mind that the RAW file can eventually end up as a JPEG for print & distribution. There really is not much to lose or compromise in shooting JPG if the photographer is in control.
The cloudy condition muted the light. This photo would not be good if it was under direct sunlight.
Banding in the gradient although minimal is visible. Using the base ISO enabled shooting into the sunset without an ND filter and keeping the dark areas clean of artifacts:
The highlight on this photo is almost all blown out, but it plays well and looks natural with the scene.