A conversion apparatus, includes: a target value setting unit that sets a target value for color reproduction at the time when output image data is displayed on a display device, the target value is set by using a first target value set based on a display characteristic of the display device and a second target value set by designating targets of hue and saturation with respect to a gray image; a conversion relation creation unit that creates a conversion relation based on the set target value; and an output image creation unit that performs color conversion processing on an input image data using the conversion relation to creates the output image data, in which the second target value is set to suppress variation of color representation.