Abstract: A system, method and apparatus are set forth which adjusts one or more of the brightness, vibrancy and color shift of displayed content based upon the at least approximate age of the viewer. At a display (15) the user's age is at least approximated by accessing an established user data file (835, 837) containing age determining data and/or capturing a facial image (804) of the user and processing the same to determine at least the approximate age of the user. Based upon the age determination the brightness, vibrancy and/or color shift may be adjusted to account for the effects of the aging of the human eye. User overrides (900, 902, 904) may be provided for the user to alter or turn off the adjustments. Adjustment of the brightness, vibrancy and/or color shift may also take into account ambient light conditions.