In an image sensing apparatus, the color value of a conversion destination is acquired from a code image included in the image data captured by an image sensing unit. A frame is displayed on an electronic viewfinder screen, which is displayed based on the image data output from an image processing unit in the image sensing apparatus. The color value of a conversion target is determined based on color information included in the frame of an image displayed on the electronic viewfinder screen in response to a predetermined operation input. Color conversion parameters of the image processing unit are determined so as to convert colors within a predetermined range including the color value of the conversion target into colors within a predetermined range including the color value of the conversion destination on a color space.