A color conversion coefficient generating apparatus includes a first color reproduction characteristic obtaining unit that obtains a first color reproduction characteristic that is obtained by correcting a color reproduction characteristic of a first device in accordance with a color of a first medium used for printing in the first device, a second color reproduction characteristic obtaining unit that obtains a second color reproduction characteristic that is obtained by correcting a color reproduction characteristic of a second device in accordance with a color of a second medium used for printing in the second device, a modifying unit that modifies the first color reproduction characteristic and that repeatedly modifies the modified first color reproduction characteristic, and a generating unit that generates a color conversion coefficient for performing simulated printing based on the color reproduction characteristic of the first device on the basis of the first and second color reproduction characteristics.