for multiple files, probably 7z because it only stores the data that they have in common once (i auctually 7z-ed 2 almost identical ISOs but it was almost the full size of both files, idk what happened there) but ive seen rar give the best single file compression (crazy taxy fom this site- like 70mb rared ~700 extracted, but mabey it was a dummy file) it really depends on the file and its contents try both on "ultra" compression setting and see waht turns out better for your particular file.