We conduct a series of experiments to investigate the desired properties of a tone mapping operator (TMO) and to design such an operator based on subjective data. We propose a novel approach to the tone mapping problem, in which the tone mapping parameters are determined based on the data from subjective experiments, rather than an image processing algorithm or a visual model. To collect this data, a series of experiments are conducted in which the subjects adjust three generic TMO parameters: brightness, contrast and color saturation. In two experiments, the subjects are to find a) the most preferred image without a reference image (preference task) and b) the closest image to the real-world scene which the subjects are confronted with (fidelity task). We analyze subjects' choice of parameters to provide more intuitive control over the parameters of a tone mapping operator. Unlike most of the researched TMOs that focus on rendering for standard low dynamic range monitors, we consider a broad range of potential displays, each offering different dynamic range and brightness. We simulate capabilities of such displays on a high dynamic range (HDR) display. This allows us to address the question of how tone mapping needs to be adjusted to accommodate displays with drastically different dynamic ranges.