In an apparatus including an irradiation unit capable of irradiating a sheet selectively with visible light and ultraviolet light, and a measurement unit which measures a spectral reflectance based on light reflected by the sheet, whether to cause the irradiation unit to emit the ultraviolet light when measuring the spectral reflectance of a patch image printed on the sheet is determined based on the spectral reflectance of a reference image of the color of the sheet that has been measured by the measurement unit which measures a spectral reflectance while the ultraviolet light is emitted.