Provided are a color evaluation apparatus and the like capable of evaluating the appropriateness of a color scheme in an image to be evaluated. A color evaluation apparatus 101 includes a division unit 102 that identifies a partial region of an input image, an acquisition unit 103 that acquires color information for identifying a color contained in the partial region and a first character string contained in the partial region, an extraction unit 104 that extracts a second character string which is associated in advance with the color information, and an evaluation unit 105 that evaluates appropriateness of the color information according to a result of comparing the first character string and the second character string.