An applying amount to an applying medium is controlled in a liquid applying apparatus. Specifically, before driving a pump, a circulation speed decision processing (S3) is carried out. According to this decided speed, a speed of the circulation flow generated in a liquid holding space is controlled in a pump operating process (S4). This controls a pressure in the liquid holding space. As a result, a state of flow of the applying liquid at a contact member of a liquid holding member in contact with the applying roller is changed, and an amount of the applying liquid adhering to an applying roller and going out of the contact portion is controlled. This can control the amount of the applying liquid to be applied to the applying medium.