RAW
Technique
Unprocessed image data directly from the sensor, without in-camera compression.
RAW contains all the information the sensor captured. You can adjust white balance, exposure (to a degree), shadows and highlights afterwards without quality loss. Downsides: large files, and you need editing software (Lightroom, Capture One). If you plan to edit your images, RAW gives you the most flexibility.
Tools that help with this: