A color verification apparatus according to an embodiment of the present invention uses a color measuring instrument to measure an estimation object in a printed matter including a RIP image formed by an image forming apparatus and thereby acquires a measured color value of the estimation object. The color verification apparatus calculates an estimated color value of a color verification target object from the measured color value of the estimation object and a conversion coefficient. The color verification apparatus performs color verification on the color verification target object in the printed matter based on the estimated color value of the color verification target object and a theoretical color value of the color verification target object when it is determined that color measurement is unavailable to the color verification target object.