Abstract: In conventional white balance adjustment, the processing is switched at the boundary of a threshold. When white balance adjustment is done for two regions having values near the threshold and similar color tones, their impressions become greatly different from each other. To prevent this, this invention calculates a white balance adjustment coefficient for each color component forming color image data, corrects the adjustment coefficient so as to be consecutive for each value of the color image data, and performs white balance adjustment based on the corrected adjustment coefficient. In performing a plurality of types of correction processes for image data, it is difficult to execute an optimal combination of correction processes in accordance with an input device.