An image generation apparatus includes an image-data generation unit, an image-data output unit, and a retaining unit. The image-data generation unit generates image data of an evaluation image having a first reference color, a second reference color, a first evaluation color, and a second evaluation color, the first and second reference colors being paired in a predetermined color space, the first and second evaluation colors being different colors between the first and second reference colors in the predetermined color space. The image-data output unit outputs the image data to a display device. The retaining unit retains image data of the first and second evaluation colors obtained when an image having the first evaluation color looks the same as an image having the second evaluation color in terms of brightness or tint in a case where the evaluation image is displayed on the display device.