A print control apparatus that realizes printed matter that appears suitably in a case of observation by reflected light and in a case of observation by transmitted light is disclosed. The print control apparatus, based on data of a source image, generates first print data to be used for printing to a first surface of a recording medium. The print control apparatus also, based on data of the source image, generates second print data that is used for printing to a second surface that is different to the first surface and that represents a higher luminance range, in a luminance range that the data of the source image represents, than a luminance range that the first print data represents.