RAW
A RAW file contains all the uncompressed image data your sensor captured, without the camera applying any edits yet. That gives you enormous room when editing for white balance, exposure and color, with no quality loss. It's the ideal starting point for serious editing.
With RAW you can freely choose white balance afterward, lift shadows and recover highlights in a way JPEG never allows. A RAW often looks flat and soft 'out of camera', precisely because all the editing is still up to you. Presets and profiles work best on RAW, because there's far more information to work with. Always keep your RAW files as the original, even after export, because it's your digital negative.
Read also the in-depth explanation: RAW explained.
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The presets on this site set these adjustments up for you as a starting point, which you then fine-tune to taste.