Start from the image's actual display dimensions. If the source is far larger, export a correctly sized copy, then adjust compression gradually while comparing text edges, fine detail, and color.
Different content favors different formats: a photograph and a screenshot with tiny type may not tolerate the same settings. Preview at the intended display size and keep the original. If even gentle compression harms the image, accept a larger file or change delivery method.
Is the image a photo, graphic, or text-heavy screenshot?