A technique capable of suppressing a color shift caused by a variation in ejection characteristics among nozzles is to be provided. A generating unit configured to generate print data which is configured with a printing pixel, which represents that a printing agent is applied, or a non-printing pixel, which represents that a printing agent is not applied, generates the print data as follows: (i) the first quantization data is obtained by quantizing the first image data; and (ii) by applying a correction value based on the ejection characteristics related to a plurality of printing elements for applying a printing agent, a value representing that a printing agent is applied a plurality of times is set for at least one target printing pixel in the first quantization data.