When looked at as a communication task, the watermarking process can be spl
it into three main steps: watermark generation and embedding (information t
ransmission), possible attacks (transmission through the channel), and wate
rmark retrieval (information decoding at the receiver side). In this articl
e we review the main issues in watermark generation and embedding. By focus
ing on the case of image watermarking, we first discuss the choice of the i
mage features the watermark is superimposed to. Then we consider watermark
generation and the rule used to insert the watermark within the host featur
es. By adopting again a communication perspective, some useful hints are gi
ven on the way the watermark should be shaped and inserted within the host
document for increased robustness against attacks. Given that invisibility
is one of the main requirements a watermark must satisfy, the way psycho-vi
sual notions can be used to effectively hide the watermark within an image
is carefully reviewed in the second part of the article. Rather than insist
ing on the mathematical aspects of each of the above issues, the main ratio
nale behind the most commonly adopted approaches is given, as well as some
illustrative examples.