Provided are an ultrasound diagnosis apparatus and method of operating the same. The ultrasound diagnosis apparatus includes: a data acquisition unit configured to acquire flow data in real-time from a region of interest (ROI) of an object； a parameter setting unit configured to analyze a change in blood flow based on the flow data acquired in real-time and set a parameter according to the analyzed change in blood flow； an image generator configured to generate a color flow image of the ROI by applying the set parameter to the flow data； and a display configured to display the color flow image.
