An ultrasonic observation apparatus according to the present invention is provided with: a feature quantity calculation unit that calculates a plurality of feature quantities on the basis of an ultrasonic signal; a feature quantity image data generation unit that generates feature quantity image data in which, of the plurality of feature quantities calculated by the feature quantity calculation unit, a feature quantity of a display target to be displayed together with an ultrasonic image in association with visual information is colored in accordance with prescribed display specifications; and a display specification setting unit that sets display specifications for the feature quantity of the display target on the basis of a feature quantity other than the feature quantity of the display target.