Abstract: Information hiding techniques are related to hiding the secret information in digital media without distortion. In this study, a new information hiding scheme using bit position and bit count in the pixel is proposed to provide high embedding capacity. The proposed method divides one pixel into two regions high and low region and counts the number of 1’s value on bit position for each region to decide the length of embedding secret bits. The proposed embedding algorithm hides the secret bit depending on the bit count. The experimental results show that the proposed method has strength on embedding capacity without distortion to the human visual system.