An apparatus according to the present invention includes: an acquisition unit configured to acquire, based on the results of reading a test pattern output by a printing unit, tone level correction data for bringing the reproduction characteristics of an image that is output by the printing unit close to a target value; a unit configured to generate adjusted tone level correction data obtained by adjusting the tone level correction data so that a predetermined density area increases in density; and a unit configured to generate color material amount correction data adjusted so that the amount of color material that is used for image formation becomes small in accordance with the degree of the adjustment in the adjusted tone level correction data.