An image processing apparatus includes: a converting unit configured to convert a color of input image data based on information representing a correspondence between a brightness level and a color, and generate converted image data; and a setting unit configured to set a gradation characteristic of the input image data, wherein the converting unit converts the color of the input image data based on information representing a first correspondence in a case where the gradation characteristic set by the setting unit is a first gradation characteristic, and converts the color of the input image data based on information representing a second correspondence in a case where the gradation characteristic set by the setting unit is a second gradation characteristic.