Abstract: In one embodiment, a method includes receiving information associated with an image. Information regarding a viewing context for displaying the image may be received. The viewing context may comprise one or more factors, including, by way of example and not limitation: technical specifications for a display device, a physical environment of the display device, a state of the display device, and user preferences. Customization of the image may comprise modifying any aspect of the image, over the whole image, or just a portion of the image, such as, by way of example and not limitation: luminance, chrominance, resolution, etc. The image is customized with respect to the viewing context, and then the customized image is provided for display.