In a case where a sample color is outside a color reproduction range of an image forming apparatus, there arises an issue that an adjustment target color cannot be brought close to a user-desired color. An image forming apparatus includes a generation unit configured to cause a printing unit to print a plurality of colors close to an acquired sample color and generate a color conversion table based on a user-selected color among the plurality of printed colors in a case where it is determined that the acquired sample color is outside a color reproduction range of the image forming apparatus, whereas in a case where it is determined that the acquired sample color is not outside the color reproduction range, the generation unit generates a color conversion table without causing the printing unit to print the plurality of colors close to the sample color.