To make it possible to appropriately reproduce a desired color in a case where it is desired to change hue of a specific area on a reproduced image obtained by projecting a projection image onto printed matter in an overlapping manner. In an image processing apparatus, a print image for outputting printed matter by a printer onto which a moving image in which color of an object changes in a time series is projected in an overlapping manner is generated. The image processing apparatus acquires an image at least including the object whose color changes. Then, the image processing apparatus generates the print image by performing saturation reduction processing for an area of the object whose color changes in the acquired image.