A density calculating apparatus includes: an image data acquisition section that acquires print image data representing a print image; a place designating section that designates a place on the print image; and a target color acquisition section that acquires a target color of a color of the place. The apparatus further includes: a color guess section that guesses a print color of the place to be printed by a printing system, by using a patch image produced based on a predetermined criterion; and a density calculation section that calculates the print densities of the ink materials having the plurality of colors by using the color guess section so that the target color is achieved at the place by the printing system based on the print image data.