As　the　newest　video　coding　standard,　H.264/AVC　uses　the　rate　distortion　optimization(RDO)　method　to　select　the　optimal　coding　mode　after　the　calculation　of　all　the　possible　modes.　The　computational　complexity　is　increased　drastically,　so　it　isn＇t　fit　for　real　time　encoding　and　hardware　design.　In　this　paper,　we　propose　a　fast　intra　mode　decision　algorithm　based　on　texture　feature　for　H.264/AVC.　First　of　all,　we　speculate　the　smooth　degree　of　a　macroblock(MB)＇s　texture　according　to　the　variance　value　of　some　pixels,　then　only　choose　the　intra　luma　16　x　16　block　for　the　smooth　texture　or　only　choose　the　intra　luma　4　x　4　block　for　the　complex　texture.　Secondly,　we　choose　part　modes　of　intra　4　x　4　block　or　intra　16　x　16　block　based　on　direction　of　texture.　The　experimental　result　show　our　algorithm　can　reduce　the　encoding　time　obviously　with　little　change　of　PSNR　and　Bit-rate.