A method of automatic mapping of image data includes representing image data for an image as luminance values, determining a key value as a function of an average luminance value of the image and of minimum and maximum luminance values of the image, generating offset-adjusted luminance values including applying an offset to each of the luminance values, the offset being a function of the determined key value, and computing a tone reproduction curve for at least a region of the image which includes applying a mapping function to the offset-adjusted luminance values.