Digital watermarking is a technique for protection of ownership rights on multimedia product. By analyzing the characteristics of visible watermarking, an adaptive visible watermarking scheme based on the luminance and texture features is proposed. In order to adapt the scheme to both the color image and the gray image, the YUV color model is employed. While embedding the watermarking into the image, the scaling factors are determined by the local luminance feature and texture features of the image. It can improve the embedding strength and the watermarking robustness. From the experimental results, the stego-images are extremely robust to common image processing such as median filter, JPEG compression and denoising after adding the stochastic noises. Meanwhile, the distributions of those gray-value histograms of stego-images are more concentrated than those of cover-images. It seems that removing the visible watermarking without damaging the cover-image is very difficult and time consuming