Reframing is used to re-size an image or video content, e.g. for displaying video signals with a given aspect ratio on a display having a different aspect ratio. Window cropping parameters (position and size over time) are constrained in order to optimise the rate/distortion of the encoded output video signal. Initial reframing is improved by computing a saliency map representing a user attention map which considers the video coding context and by providing a macroblock coding efficiency cost map and then taking the saliency map or a combined saliency/coding cost map into account so that the coding cost for said reframed video signal is smaller than the coding cost for other candidate reframing windows' sizes and positions.