With the growing demand for high-quality color images, efficient yet low-complexity methods are increasingly needed for better visualization. Unfortunately, the low-contrast is one prevalent effect that degrades color images due to various unavoidable limitations. Hence, a new adjustable contrast stretching technique is proposed in this article to improve the contrast of color images. The processing scheme of the proposed technique is relatively simple. It starts by converting the input color image to grayscale. Then, it automatically computes two contrast tuning parameters depending on the pre-determined grayscale image. Finally, it improves the contrast of the degraded color image using an amended version of an existing contrast stretching technique. Accordingly, its input is a color image and a contrast adjustment parameter δ, while its output is a contrast-adjusted color image. The proposed technique is tested by conducting intensive experiments on real-degraded images, and it is compared with four well-known contrast enhancement techniques. In addition, the proposed and comparative techniques are evaluated based on three eminent no-reference image quality assessment metrics. From the performance analysis of the achieved experiments and comparisons, the proposed technique provided satisfying performances and outperformed the comparative techniques in terms of recorded accuracy and perceived quality.