Abstract: A pixel adaptive image color adjusting device, including: a channel separation unit for separating an input image into a plurality of color channels by pixels; a conversion unit for converting the value of an adjustment target color channel based on an adjustment value for at least one of the plural color channels to be adjusted; a channel ratio calculation unit calculating a channel ratio of the adjustment target color channel before the conversion; a differentiator for obtaining a difference between a pre-conversion value and a post-conversion value of the adjustment target color channel; and a channel compensation unit for obtaining a compensating value for the adjustment target color channel by multiplying the difference obtained in the differentiator by the corresponding channel ratio, and obtaining a color channel value for expressing an image based on the compensating value.