An apparatus for evaluating color of an object includes an acquisition unit configured to acquire image data which is acquired by imaging the object and a color chart group including color charts having different reflectance within a one angle of view, an estimation unit configured to estimate a value of reference white under an exposure condition corresponding to the imaging based on the image data, and a calculation unit configured to calculate a color value for evaluating the color of the object based on the image data and the estimated value of the reference white.