In an imaging apparatus having an imaging unit, an image processor, and a recording unit, an electronic viewfinder screen is displayed with an image capture frame on the basis of image data captured by the imaging unit and output from the image processor. A conversion source color is determined on the basis of color information included in the frame of an image displayed on the electronic viewfinder screen in response to a first operation input. A conversion destination color is determined on the basis of color information included in the frame of an image displayed on the electronic viewfinder screen in response to a second operation input. Color conversion parameters of the image processor are set to convert a color within a predetermined range including the conversion source color into a color within a predetermined range including the conversion destination color on a color space.