An embroidery data generating apparatus includes a thread color acquisition device that acquires available thread colors for an embroidery pattern, a line segment data generating device that generates line segment data, a dividing device that divides a whole area of an image into divided areas, a determining device that determines a representative color for each of the divided areas, an area thread color allocating device that allocates to the divided area at least one area thread color satisfying a predetermined condition, an associating device that associates the line segment data and the divided area, an embroidery thread color allocating device that allocates, from among the at least one area thread color, an embroidery thread color to each piece of the line segment data, a connecting line segment data generating device that generates connecting line segment data, and an embroidery data generating device that generates embroidery data.