A printing apparatus includes a head capable of discharging CMYK inks including a K ink, and a control unit configured to, based on image data to be printed, generate ink amount data for controlling an ink amount of each of the CMYK inks discharged by the head, and to control the head based on the ink amount data, wherein the control unit generates the ink amount data as ink amount data such that lightness of a composite color at least does not increase in a direction from a freely-selected coordinate point toward a black point, the composite color being formed by the CMY inks excluding the K ink based on ink amount data of each of the CMYK inks corresponding to a coordinate on a straight line from the freely-selected coordinate point toward the black point in a predetermined hue range of a color gamut of a color space of the image data.