You can either Base64-encode it and send it as a string in a JSON message, or you can POST or PUT the binary as a separate resource and refer to it by ID or URL in the JSON message. The latter approach is a kind of out-of-band data channel that is quite common in XML-based protocols (e.g., voice chat using XMPP).
You could even quite easily support a hybrid model, whereby:
- A small image is sent as
{"base64":"OGZmNjJmOWNhYzFlODE0NDBjYmYzNjhjYz..."}
;
- A large image is uploaded as a reference,
{"ref":"http://myserver.com/bits/E4304205-29B7-48EE-A359-74250E19EFC4"}
.
To avoid the double-POST needed for externally referenced binaries, you could design some protocol that allows JSON and binary stuff to be mixed in a single transfer. But the incremental gain is unlikely to adequately reward that level of effort.
Finally, from a design perspective, stick to the simple solution until it becomes a problem.