Light-based communication (LCom) techniques are disclosed for adaptively adjusting the baud rate of a luminaire to optimize the LCom signal transmitted for an intended receiver device. The adaptive baud rate can be adjusted by a process that includes: determining decoding parameters of the receiver device, the device including a camera for receiving LCom signals, and a display. The process furtherincludes calculating a baud rate suitable for the receiver device based on the decoding parameters, and causing the baud rate to be set at the luminaire. The process may further include at least oneof: verifying the baud rate at the receiver device; adjusting the decoding parameters of the receiver device if baud rate cannot be adjusted to meet a current configuration of decoding parameters; andprompting a user to rotate receiver device to improve orientation of the luminaire with respect to a raster direction of the camera.