An apparatus includes an acquisition unit that acquires first shape data representing a shape of ink unevenness, a first determination unit that determines a direction of a pattern of the ink unevenness based on the first shape data, a second determination unit that determines a rotation angle for changing the direction of the pattern of the ink unevenness based on at least one of a movement direction of a head of a printer and a movement direction of a recording medium, and a generation unit that generates second shape data representing a shape having a pattern in at least one of the movement direction of the head and the movement direction of the recording medium based on the first shape data and the rotation angle.