Abstract: An objective color for a target color is set based on characteristic of the target color on a hue area to which the target color belongs in a color space represented by lightness, chroma and hue, and a shape of the most outer point of a color gamut reproducible by an output device on the hue area. A correction coefficient is calculated based on lightness, chroma and hue of the target color, lightness, chroma and hue of the objective color, a distance between the most outer point and the target color in the color space, and a distance between the most outer point and the objective color in the color space. A color correction quantity of each pixel of the image is calculated based on a distance between the target color and the objective color in the color space, a distance between the target color and a color of each pixel in the color space, the correction coefficient, and lightness and chroma of each pixel. The color of each pixel is corrected based on the color correction quantity.