Ultrasound imaging technology is one of the most important clinical imaging modalities due to its safety, low cost, in addition to its versatile applications. The main technical problem in this technology is its noisy appearance due to the presence of speckle, which makes reading imaging more difficult. In this study, a new method of speckle reduction in medical ultrasound images is proposed based on adaptive shifting of the contrast sensitivity function of human vision using a bias field map estimated from the original image. The aim of this work is to have an effective image enhancement strategy that reduces speckle while preserving diagnostically useful image features and allowing practical implementation in real-time for medical ultrasound imaging applications. The new method is used to improve the visual perception of image quality of ultrasound images by adding a local brightness bias to the areas with speckle noise. This allows the variations in image pixels due to speckle noise to be better perceived by the human observer because of the visual perception model. The performance of the proposed method is objectively assessed using quantitative image quality metrics and compared to previous methods. Furthermore, given that image quality perception is subjective, the level of added bias is controlled by a single parameter that accommodates the different needs for different users and applications. This method has potential to offer better viewing conditions of ultrasound images, which translates to higher diagnostic accuracy.