An adaptive color enhancer applies different scale factors to different pixels in a digital image. More color enhancement occurs for bright pixels and for dim pixels than for average-intensity pixels. Also, more color enhancement is applied to the more colorful pixels while less color enhancement is applied to dull, less-colorful pixels. Rather than enhance all pixels to the same extent, the bright, colorful pixels are enhanced further than the average. Likewise, dim areas are color enhanced more than average. A calculation unit receives a YUV pixel. The Y value is compared to range limits and a piece-wise-linear (PWL) function generates an intermediate scale factor. The absolute values of the U and V color values are combined to create a colorfulness factor. The colorfulness factor is also used with a PWL function and the intermediate scale factor to generate a final scale factor for that pixel. The final scale factor is then multiplied by the U and V values of the pixel to generate a color-corrected pixel.